In this segment of ‘Chai Break’, we talk to Vivek Bhargava, Chief Executive Officer, iProspectCommunicate 2. Vivek Bhargava founded Communicate 2 in 1997 when digital advertising was in its nascent stage. Following the merger in 2012 with Dentsu Aegis Network’s iProspect, the global leader in search and performance marketing, Communicate 2 is now called iProspectCommunicate 2.
What makes a good marketer?
The role of a marketer has changed dramatically over the last decade. Today a marketer needs to have passion for data, the ability to gather actionable insights from data is critical for a marketer. The second critical quality for a marketer is his Digital fitness, today it is not about Digital Marketing, it is marketing in the digital age. I strongly believe that there will be two kind of marketers in the world in the next five years, one that understand the role of digital in marketing, and the other who are unemployed. The third quality needed in a marketer is their ability to think beyond marketing. Today Digital plays the role of catalyst and multiplier across every single facet of an organization, digital allows one to predict consumer trends, helps in information dissemination, and Product Planning. A good marketer is able to leverage Digital across all the above.
3 things you look for when you hire people?
The first thing I look for is passion, probably the most important criteria of selection. Second thing I look for is their ability to innovate for solving problems, ability of “Jugaad”. The third thing I look for is optimism and happiness. I sincerely believe that it is happiness that brings success rather than the other way around.
Your favourite destination for business trips?
Having been to more than 60 countries, I don’t think one can have favourite destinations for Business Trips. I have been to a few countries more than 10 times and never been anywhere outside the hotel and our client offices in that country. Having said that I love Istanbul for its beauty, New York for its Buzz, Bangkok for its food, and SFO due to meetings with Digital Legends. I am a foodie, so I love to explore places and try out different local delicacies, even during the busiest business trips.
Your favourite book?
Being an avid reader, I have read hundreds of books. Alchemist is my all-time favourite; every time I read it, it’s a new experience. Speaking of Fiction, its Sidney Sheldon’s “If Tomorrow Comes”. Few of my top business reads are Jim Collins’ Good to Great and Build to Last. I have read almost every single book related to joy, happiness, love, myths of happiness, and 10% happier.
3 things would never do a meeting without?
Usually, I don’t do a meeting without an agenda, a notepad, and a cappuccino. But I love to meet people; there is something you can learn from everyone. So, at times, I do end up doing a meeting without any of the above.
When did you decide that Marketing is what you wanted to do?
Our family business deals with export of Musical Instruments, so I started travelling abroad since the age of 15. After going to North America, I was quite influenced by its way of marketing almost anything. On the contrary, when I returned back to the country, I found that Indian companies are weak in Marketing, and there is wide scope for use of modern technology to promote marketing. I thought that if one could start a company that would help Indian Corporates to use technology for marketing communication, then this company could carve a niche for itself. This is how I started Communicate2 in 1997.
Your most memorable advertisement that you still remember?
I am a paragliding Pilot. There used to be an Ad of Nippo Batteries where the character sits on a battery and is able to fly. Till today, I remember this ad and wonder what if I was able to find the battery. Luckily, I did not find the battery, else I would surely jump off and fly away sitting on it.
Do you love data or hate data?
I Love DATA
One app that you cannot do without at work
Evernote
What are your marketing priorities for the year 2016/2017?
My focus is on building capabilities on Mobile, Data, Content, and lastly a consulting practice
Profile: Vivek Bhargava, Chief Executive Officer, iProspectCommunicate 2. iProspectCommunicate 2 dominates performance-oriented digital advertising domain in India, and helps digital agencies in Europe and the US to become more profitable and flexible by providing Search offshore services. Vivek has spent the last 17 years guiding the Digital Strategies of the likes of MTV, Newscorp, Citi bank, TCS, HDFC Bank, ICICI Bank, Cleartrip, Reliance and many others, both in Indian and Global Markets.
Vivek is the Co-Chair for SEMPO Apaq. He is also on the advisory board of DMAi, Ad-tech, DMTI. Vivek regularly speaks at global events such as Ad-tech, SES, SMX, I-com and the Apex Digital conferences in India. He has been called as a guest lecture at IIT Mumbai, IIM Bangalore and 20 other educational institutes.
