“Creativity can only flourish within the right organizational culture”

Arvind Wable, former CEO of FCB Ulka, has launched his book, titled ‘Culture Eats Creativity for Lunch: The Ulka Way’, where he delves into the role of organizational culture in building enduring brands. At the book launch event held on Tuesday, 24th September in Mumbai, Wable shared insights into how a strong, distinct company culture can shape creativity and fuel long-term success. Drawing from his vast experience, particularly his tenure at FCB Ulka, Wable highlighted how a distinctive company culture can fuel creativity and ultimately help build enduring brands.

Wable’s inspiration for writing the book stems from his observation that in India, there is significant focus on leadership and strategy, but organizational culture rarely receives the attention that it deserves.

Reflecting on the book’s launch, Wable told Adgully, “The book is primarily about organizational culture. In India, we often see a lot written about leadership and strategy, but not enough emphasis on the importance of culture. I felt that was a gap worth exploring. The genesis of this book is rooted in my years at FCB Ulka, where we built a unique and distinct culture as a team.”

Continuing further, he reminisced that 30 to 35 years ago, a new team led by Anil Kapoor and several others joined FCB Ulka with the intention of creating more than just another advertising agency. They set out to craft a distinct vision and strategy for the organization. According to Wable, what truly set them apart was the culture they fostered, which helped the agency thrive for nearly two decades, ultimately inspiring him to document this journey.

When asked why he believes organizational culture is more critical than creativity, Wable emphasised, “It’s not necessarily about culture being more important than creativity, but rather that creativity can only flourish within the right organizational culture. A positive, strong culture creates an environment where people feel comfortable trying new things, making mistakes, and expressing their ideas freely. That, in turn, leads to better creative output. At FCB Ulka, we cultivated an atmosphere that nurtured both innovation and creativity. Without that strong foundation, creativity struggles to thrive.”

When asked how his definition of creativity has evolved over the years, Wable remarked, “Creativity itself hasn't changed much – its core is still about being different, refreshing, and insightful. What has evolved are the mediums through which creativity is expressed. In the old days, it was limited to print, radio, and television. Today, with the advent of digital media, the possibilities for creative expression have expanded significantly. The way we deliver creative ideas has transformed, but the essence remains the same: presenting ideas in new and innovative ways.”

Speaking about the key parameters for a successful client-agency relationship in today’s market landscape, Wable stressed, “There are some universal truths in client-agency relationships that don’t change. The most important factor is the integrity of advice. Both the client and the agency must trust that the advice being provided is in the best interest of the brand and the company. Beyond that, it’s crucial for the agency to thoroughly understand the client’s business – its constraints, competitors, and consumers. But, at its core, a successful relationship is built on trust and integrity.”

On the future of advertising and creativity in an increasingly data- and tech-driven world, Wable remarked, “The good thing about data is that it provides an incredibly deep understanding of consumer behaviour. When used well, you can know exactly what each person wants, why they’re buying something, and what drives their decisions. It gives a holistic view of the consumer as a person, not just a buyer. However, while data is powerful, it can also be overwhelming. There’s a fine balance between relying on data and using your judgment. Sometimes, you need to step away from the data and trust your instincts.”

When asked to highlight the key components of an effective brief, and where dissonance often arose, Wable explained, “The effectiveness of a brief depends a lot on both the agency and the client. Agencies shouldn’t walk into a client briefing cold – they need to do their homework. It’s essential to ask the right questions and clarify the campaign’s objectives. Dissonance often comes when there’s a lack of clarity on the marketing objective. It’s not just about creating great campaigns; they need to align with the overall marketing strategy. If the strategy isn’t clear, the brief won’t be effective. Agencies must go back to the client to seek clarifications if the brief isn’t clear. Without a solid strategy, you can’t expect a campaign to work successfully.”

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