Ogilvy India's Hephzibah Pathak Makes The Impossible, Possible

Last year, Ogilvy India onboarded Hephzibah Pathak as its new executive chairperson, making her the first woman to hold this position in the agency's 95-year history.

Captain Of Change

Reflecting on her new role, Pathak likened it to a transition from vice-captain to captain. “It's a big responsibility, but also an exciting challenge because of the opportunity to steer brand Ogilvy in India in these times when the communication world is changing so rapidly - we too are changing, innovating, transforming and scaling to build an edge in the new world.”

Mastering Creativity And Technology

The dual focus on creativity and technology is a fundamental tenet of Ogilvy. Highlighting creativity as a core pillar, Pathak asserts, “You can have all the capabilities but without creativity, it means nothing. Our innovation happens at the intersection of creativity and capability.” However, she also stresses, “We need to evolve the way we solve and leverage creative technology and data to create distinctive experiences that are insightful, imaginative and impactful.”

From the SRK-led Mondelez campaign for Cadbury to the award-winning 'Megh Malhar' outdoor innovation for Brooke Bond Taj Mahal Tea, the agency exemplifies the seamless integration of creativity and technology.

With the rise of generative AI, Pathak sees both challenges and opportunities. “Generative AI will bring down perspiration, but I think it will also create space for inspiration”, she stresses.

Pathak believes that while AI can be a valuable tool for efficiency and ideation, it is the human imagination that remains the most crucial currency. “Technology will always be an enabler and a support of the human mind but without human imagination, it will homogenise the creative process”, she notes.

The WPP Advantage

As part of the WPP network, Ogilvy India benefits from the holding company and has fostered a collaborative and symbiotic relationship. Pathak speaks highly of this partnership stating, “We don't hesitate when we need to leverage anything at WPP. When we want to leverage our WPP spread of capabilities, they've got a widespread of offerings.”

Looking Ahead

As Ogilvy India sets its sights on 2024, Pathak emphasises scaling transformative offerings, fortifying the content force, and fostering innovation.

Talent management remains a crucial pillar for Pathak's growth vision. She shares, “The next level of bench strength is critical. We're going to have a systemic way of doing that and attracting the best across functions to future-proof the company.”

Echoing David Ogilvy, she underscores the need for innovation and resourcefulness, emphasising, "Nothing is simple, nothing is linear. We've got to hustle to make the impossible happen."