COVER INTERVIEW

rom Coca-Cola to Volvo , Pringles to Pantene , Pfizer to Carlsberg , some of the world ’ s most iconic brands rely on global advertising and marketing agency Grey Group to get their message across in an eye-catching and memorable fashion . When a story needs bringing to life , Grey is there to add the necessary narrative and all-important colour .

Founded in New York in 1917 , Grey Group now has 40 studios across 29 countries , and serves 20 % of the Fortune 500 . Regularly named Agency of the Year and the recipient of countless Effie awards ( the Oscars of the creative industry ) – including more than 60 just this year – it ’ s easy to appreciate the scale of the role facing Nirvik Singh as Global COO and President International , with a remit that extends from Latin America to Europe , the Middle East and Africa to Asia Pacific . So just how does he manage ? “ The infinite diversity one finds across the region , from Tokyo to Sydney to Mumbai and Dubai and down to Johannesburg , is a constant source of inspiration ” says Nirvik , talking exclusively to Business Chief .

“ The potent combination of exceptional talent , deep cultural insights and how the team collaborates has proven incredibly fruitful . We are undoubtedly in a competitive industry , and my role is to mentor our leadership , provide support , harness all the resources available , and ensure optimal chemistry with our clients . I can ' t do it alone

– fortunately , I am surrounded by motivated and resilient people who know how to deliver .”

Nirvik began his career with Lipton India , a Unilever company . He then joined Trikaya Advertising ( which later became Grey India ) as head of the Kolkata office at age 26 . Under his leadership , the agency grew quickly , and also produced ground-breaking campaigns that saw it win Agency of the Year four years in a row .

Then as head of Grey Group India , Nirvik led its transformation to a total communications company , extending its footprint across the country . Over the next 20 years , Nirvik continued to rise rapidly through the international ranks .

“ In 1997 , at the age of 33 , I was appointed CEO of Grey India . My remit was then expanded to CEO Grey South Asia , and in 2009 , I was made Chairman & CEO Grey Asia Pacific ,” recalls Nirvik . “ This role was a game-changer for me , and it opened my eyes and gave me a vision of what could be achieved in the region for the growth of our clients ' businesses and our agency .

50 December 2023