Cannes Lions Live: We’ve become less transactional & more human: Piyush Pandey

One of the most awaited sessions on Day 2 of Cannes Lions Live was the one featuring ad-man Piyush Pandey, Chief Creative Officer Worldwide, Ogilvy. Pandey spoke to WPP TV Producer Lizzy Dale about how clients have responded to the global pandemic and the key trends that have come out of APAC.

He also shared a few reasons to be optimistic about the future, and how Ogilvy and WPP have worked towards overcoming the restrictions and shining through them.

Speaking about the lockdown and the pandemic, and its impact as a creative person, Pandey shed light on how the restrictions at times can be part of the mind and not really in physical terms. “Even in my lifetime, I've not seen anything like this. It is a huge blow. But when it comes to restrictions I have found that lots of people tell me that I'm restricted, my hands are tied behind my back. I'm not a believer. I am a believer that my feet are tied, my location is restricted but my hands are not tied. My heart is not tied. My lips are not sealed. My mind is not tied. I can do a lot of stuff. So, I think, like any sportsman, there will be moments when you're in trouble. But you can't give up hope. Yes, I have felt restricted to my home, but I have not felt restricted in terms of the challenge, and the challenges that we have to face as we go ahead.”

He also spoke about how Ogilvy and WPP have tried to overcome restrictions by being in constant touch. “We have been talking to each other. I think there's nothing better than to talk to each other, support each other, give courage to each other and empathize with each other,” the adman remarked.

When asked about how the pandemic has affected clients, Pandey shared that the agency’s clients were rather empathetic, and stood by them and their people through these trying times.
“A lot of our clients faced the problem of transporting goods, but everyone is tested in moments like this, and the clients have stood the test of time. They have tried to keep their businesses going. In fact, there's a client of mine, Asian Paints, which actually gave increments to the staffers because they want to hold on to them. So there is hope. These are very experienced businessmen that we deal with. They're very good human beings. So yes, they are precious, but they all know that they don't play life, from quarter to quarter. They play for the bottle, not the water,” he asserted.

Speaking about the trends he has seen, Pandey pointed out that he has had more human conversations than ever before in these times. “The biggest change that I see, and that's a very humbling one is that people have started talking to the consumers, people like us have started talking to our clients a little more often. We have become a little less transactional and more human in our approach. We are reaching out to people. We're trying to understand their own difficulties rather than burdening them with ours. It teaches us that life is a great leveller in adversity, is a great teacher. You see the human side of people that one didn't know very well because you were running a rat race. You hold back and say - hello, there is a human behind this person you felt was a tough client who you see is actually a very, very nice human being.”

Pandey also spoke of the need to support and nurture talent through these tough times. “I think the biggest initiative at this point of time that you have to follow, is to be very, very supportive of people. Ogilvy and WPP have some great talent. This is not the time to look for initiatives of looking for talent. It is the time to nurture your talent and to recognize them. It is the time to hang on to talent. In our business, our biggest resource is human beings. And let's hang on to the best we have. I think it's a wonderfully performing operating company and a great holding company in WPP and we know the value of people, and our biggest initiative is to talk to them, keep them in a huddle like a good cricket team before even going out to the field, and make sure that your best talent is standing by you, shoulder to shoulder,” he remarked.

Asked about a learning that came out of the lockdown experience, Pandey shared the importance of not taking life for granted and to continue staying resilient and keep going.
“Everything is not going to be hunky-dory but that doesn't mean you are scared. You should pick up the day as it comes. Plan for the rainy day. And I think today, if Ogilvy and WPP are able to hang in there during these days, it’s because of the prudent planning for days like this, down to the shareholders who have supported us.”

Pandey ended the conversation with a cricket analogy. “When you’re betting on a good racket and suddenly there’s rain, and you've lost four wickets, now's the time to not get out. Hang in there, play your shots, otherwise the bowlers will dominate you, but keep your wickets intact. The wicket will improve and you will go ahead and score a double 100. I am an optimist, and prudent enough to say, I can only be an optimist if I'm around. So stay around, stay fit. We're gonna win this one,” the ad veteran said with an air of finality.