I never thought I’d have to share the top role: Rohit Malkani, L&K Saatchi & Saatchi

He is a model, theatre personality and stand-up comedian; and confesses that advertising is something that happened more out of ‘elimination’. And yet after countless successes that told him advertising was where he belonged he never once thought he would have to share the top seat whenever he reaches a position of power.

Rohit Malkani, who is the Joint NCD with Kartik Smetacek at L&K Saatchi and Saatchi, tells exchange4media how he and his partner divide and rock at the creative agency.

What was your first reaction when you were told that you are going to be made the ‘Joint’ NCD of L&K Saatchi & Saatchi?

Thrilled of course, but never nervous. It’s what I always wanted and should have happened way earlier in my life but what the heck.

Anytime during your career, did you ever factor in the possibility of having to share the top role with someone?

Not really. I always thought it would be something I would do alone. I am a Leo and I love leading a ‘pride’ so never thought of sharing the seat.

Are there set roles or areas of expertise and how do you divide responsibilities at the agency?

Kartik and I don’t divide and rule, we divide and rock. Our lines of control are so well-drawn out, they will make us the envy of armies across the globe. Kartik handles a large part of Bombay and the crucial Renault business, while I handle another large group in Bombay plus Delhi and Kolkata offices. We do have some areas of expertise but with nearly 40 years of work experience between us, we have pretty much worked in every category. Kartik is the automobile rockstar, while I am a sucker for FMCG and Telecom.

What happens in the event of a difference of opinion between the two of you, who wins?

Creative administration, awards, way forward on overall creative standards...all of this is shared and funnily we agree on most things. It’s sometimes bizarre. Of course, we have some differences of opinion and very few arguments, but always manage to iron it out. Little give and take goes a long way.

What do you always agree upon and what do you almost always fight about? Who bells the cat between the two of you if something goes wrong?

We have similar tastes in ‘what makes for good creative’ and advertising generally. Belling the cat is never an individual game for us, we take the flak together. Probably part of ‘boy school’ upbringing.

What are the advantages and disadvantages of having a partner at the top in the same seat?

I think it’s always nice to have a different perspective. It’s not about being right or wrong, but having a partner as a sounding board makes a huge difference. I also think sharing the ‘creative responsibility’ is sometimes a huge relief. The disadvantage is having to curb your over enthusiasm for doing things ‘your way’.

Would you say L&K Saatchi and Saatchi has performed better after the two of you were given the joint responsibility vs when you had one leader leading it?

That’s not a question I should answer. I would leave it to people in the agency, colleagues, juniors and clients. But I think the agency is in a happier space for sure. We are leaner, hungrier and with a bunch of new talent that has recently joined, things are looking good.

How have the clients reacted to this power sharing system considering it was the first time such a model was adopted in L&K Saatchi and Saatchi?

Because we have such clearly demarcated roles and operating areas, this has never been a problem. Clients are focussed on the work being delivered and done well, they are not worried about what structure we adopt to achieve results.

They always say for the team members it is always easier to follow the vision of one leader. Have your team members ever shared a laugh with you on the confusion that comes with having two leaders?

We certainly have different styles of working and yes some people do compare us. Kartik is far quieter and restrained, I am the loud, nutty one. We recently moved into a swankier, large cabin just before the lockdown, so I haven’t had enough time to piss him off with my loud music! But when it comes to the agency culture and vision we are super aligned between us and Paritosh as well. So percolating a single vision down the line has never been an issue

Do you think other creative agencies should have one CCO or NCD at the top or a joint leadership like in your case?

I am not sure there can be any such rule. Each agency needs to figure out what is right for them. A great creative culture is built by leaders, sometimes individuals, sometimes partners. It’s not about how many people there are at the top, it’s about the uniqueness of the story you build.