COVER INTERVIEW

Asia Pacific Middle East and Africa ( AMEA ) in 2019 , before his scope was extended further in 2021 to his current position .

As Global COO , his role is to ensure efficiency in business operations and to develop strategies to keep innovating and improving management practices . The President International aspect means taking a deeper dive and working closely to support the leadership teams in the individual countries .

“ Over the years , our business has changed the most – from broadcast to narrowcast to personalisation , social media platforms , e-commerce , a completely fragmented media landscape and now AI ,” says Nirvik .

“ My role is to keep up with these everevolving changes – understand our clients ' needs , and see what we can offer creatively as the best solutions . Different geographies are at different points in this journey , so you cannot have a one-size-fits-all strategy – that requires a deep understanding of each region and country . “ The other important aspect of my role is to endeavour to be the employer of choice . That comes with creating a culture where diversity , equality and meritocracy are celebrated .” Proof of this is evident with Grey Group recently included in Newsweek ’ s inaugural rankings for the Top 100 Global Most Loved

Workplaces list – lauded for its diverse culture including impressive gender balance , with women comprising more than 50 % of global staff and nearly 40 % of leadership roles .

This includes CEO Laura Maness , who became the first female Global CEO of Grey Group in July 2022 and was recently named Creative Leader of the Year at the prestigious Creativepool Awards .

Innovating to stay Famously Effective As Global COO , Nirvik has enhanced the agile creative process at Grey by introducing innovative solutions including the `borderless integrated marketing ’ model and an internal , collaborative tech platform . This has fostered a culture of innovation and delivered more creative , diverse campaigns for clients . These also chimed with the company slogan – Famously Effective .

The borderless integrated marketing model concept was launched just before the COVID- 19 pandemic , and really proved its value during that turbulent time .

Nirvik says most organisations work in silos – either by department or by geography – and the idea was to offer Grey ’ s greatest talents to clients irrespective of departments or geographies .

The model was a hit with both clients and Grey ’ s own people , who were exposed to working on projects across the globe .

54 December 2023