Defining Moments: Srinivasan K Swamy: "Aiming low is a crime"

Srinivasan K Swamy, MD and CEO, RK Swamy/ BBDO recalls some defining moments in an eventful career.

After I completed my MBA from Jamnalal Bajaj Institute (Mumbai) in April 1978, my uncle insisted that I must join my father's agency, R K Swamy Advertising Associates, founded in 1973. At the time I had two job options -- ICI Paints and Amar Chemicals. I thought to myself: Let's give it a shot. I joined my father on May 10, 1978. That was my first defining moment.

I joined as an account executive and made my own rules on how to conduct meetings with my clients. And, I learnt an important lesson: Become a good friend of your clients and they will trust you and provide opportunities for growth. In my second year at the agency, we won Nestle's Ricory coffee account, and also worked on their baby food brands Nestum and Cerelac. It was excellent training on how to approach a major multi-national client. I learnt that it pays to be thorough, as the client will see your involvement in his business.

In 1982, came my second major lesson, garbed as a disappointment. Allwyn Watches (Hyderabad) was being launched, and we had done a lot of work during the pitch process. Alas, JWT (HTA at the time) won the business. The client kept us in the roster and gave us some peripheral businesses. Though we felt insulted about the 'consolation prize', we waited it out. Within six months the account was assigned to us! The lesson learnt was that while fighting for something, it's better to be on the inside than on the outside.

In the '80s, we took a risky decision by giving our Mumbai operation a thrust. We moved from a 1,200 to a 5,000 sq. feet office (VT area) and invested lavishly at a time when we were bleeding in Mumbai. Fortunately, our gamble paid off, and by 1990, Mumbai was our biggest revenue earner.

In the 1990s, we were responsible for two industry-impacting developments, which I'm rather proud of. The AAAI (Advertising Agencies Association of India) had proposed an amendment about sharing income between media and creative agencies, that wasn't in favour of the latter. We opposed it and asserted that media duties must go to agencies with a creative portfolio.

We also fought for an equal relationship between the AAAI and the IBF (Indian Broadcasting Foundation) despite AAAI recommending that its members submit themselves to accreditation by IBF. I believe, this changed the course of how we look at our media partners.

The last 10 years have been less 'hands on' and more about delegation for me. All through, great books (Jim Collins' Good to Great, for instance) and my father's wise words have mentored me. "No amount of time spent on industry matters is a waste of time, since it is this industry that feeds us," he used to say. He taught me two things. One, that aiming low is a crime, and second, institutionalising a business is important.