In the late '90s I was an Account Manager at the Lintas Mumbai office, which at that point didn't have a creative leader, the lack of this critical function subsequently reflected in the work it put out across it six 'units'. The Bangalore office of Lintas though, was seeing a resurgence of sorts in its creative output. This was credited chiefly to its creative head, R Balki.
As the rumblings from our clients in Mumbai increased, it was felt that perhaps Balki could help us out. Given his tight schedules he agreed to drop in for a day to solve the logjams at the various units before proceeding to Delhi where more problems awaited him.
It was one day that I'll never forget. Balki reached the Lintas Express Towers office very early in the morning and began with the first unit on the 13th floor long before regular office hours began. With a notepad in one hand, surrounded by each brand team followed by the next from each unit, Balki began giving creative solutions of every nature for all the problems that were thrown at him.
Remember this was not a fun exercise. This was real business, real work for unhappy clients, impatient clients, confused clients, accommodating clients. Clients who had trusted us to come up with creative, clutter-breaking solutions for their problems. And Balki patiently, quickly and without fuss, delivered the goods along with each team, resolutely, creatively and to the brief.
This went on, hour by hour, team by team, unit by unit, floor by floor. He didn't pause for a moments break, never raised his voice, never undermined anyone. He simply absorbed the pressure and came up with nothing-short-of-brilliant solutions.
It was late evening when he reached our unit. I expected him to stick with the senior management of our unit, but that was not to be. He insisted that every unit member contribute. In fact when I hesitatingly stated a contrarian view, he championed my cause, telling my unit head that since I was the Account Manager who daily interacted with the client, I was best equipped to provide information about the situation at the ground level.
We were struggling to come out with a script for a TVC. He re-aligned the brief and asked our unit CD to work out one, on the spot, even as he attempted his own. Our unit CD (a phenomenal creative person by all accords) came up with a great script which was based on a different strategy than Balki's own.
For a few minutes they argued over which script was more apt - notice neither evaluated the scripts on their creativity. Then our unit CD, told Balki that he believed in the one he'd written.
I turned to look at Balki, who smiled, tore up the script he'd written and simply said, "I agree, you're right. We'll go with that one. Call me if you need anything." Then he left us, rushing off to catch his flight. The partnership he forged with various creative folks, including our unit CD remains true to this day.
I've heard a lot of young creative dudes subsequently wanting to be like Balki. The only thing I always tell them is that to be like Balki, you must first adopt his incredible work ethic:
1. Hard-work, hard-work, hard-work. Then more hard-work. Never say no to work
2. Involve everyone, listen to everyone. Remember insights come from people and anyone working on the brand can come up with the right one
3. You become a leader by solving problems and taking on responsibilities
4. However good one is, the mark of a true leader is to build the confidence of his team because together we can achieve even more
5. The only attitude worth having is a solutions-oriented one
Mullen Lowe Lintas is a great organization and I'm sure Balki would've ensured it is in safe hands and will continue to grow. I wish him and the team at Lintas the very best.
No comments:
Post a Comment