"Creative agencies need to work closely with publishers to stay relevant": Abhik Santara, ^Atom network

It may seem counterintuitive to launch a new agency in the midst of a global pandemic, but ^Atom network’s CEO believes they can make a difference.

Thanks to the current global scenario, most companies have had to take a step back and slow their pace. So, no new brand launches, or hiring of new resources, and all communication is on hold. At a time like this, Abhik Santara, former president, Ogilvy Mumbai and Kolkata, decided to launch ^Atom network - a digital-first agency. Backed by QED Communications, the agency will specialise in brand strategy and communication, in addition to providing data, experiential and creative services.

"The proposition is right, the people are right and we couldn't help the timing! But we didn't let it hold us back because this is the litmus test of our enterprise. Being digital first should enable us to get through these times easier than others, and help us stay ahead," says Chanchal Sanyal (Author and Chairman of QED Communications.)

Santara agrees that this may not be the best time to launch an agency. But considering their proposition to offer digital-first solutions, the founding team decided to go ahead with the launch, anyway. Here are some edited excerpts from a conversation: