MediaMonks, the content practice of S4Capital plc (SFOR.L), has appointed Karan Amin as Creative Lead of India.
Operating from MediaMonks’ Delhi office, Amin’s role will be critical in guiding and transitioning the digital journey of brands.
As Creative Head, he will lead the digital creative mandate for Indian and international clients looking for brand solutions across platforms and mediums.
With MediaMonks’ single P&L and immersive global team structure, Amin will be working on key businesses across India and the APAC region.
He told BestMediaInfo.com that his primary responsibility at the company is to create work that uses digital user insights to craft unique brand experiences for consumers, be it through digital advertising or a technology-based idea.
“My first task is to build a strong creative team that thinks technology first,” said Amin.
“MediaMonks around the world has the most FWA (Favourite Website Awards) in the world and I aim to make India a leading MediaMonks office over the next three years,” Amin said.
Speaking on the difference in work there compared to other creative companies, Amin said, “Firstly, we are not an agency. So we’re already very different from the others. MediaMonks marries content conceptualisation with deep production expertise and works as one team all over the world. People with various skill sets sitting in different parts of the world work together on a brief. It is one big difference when compared to other agencies. We work in collaboration with brands to build and craft their ideas and extend them into something that is digital-first or creatively uses technology to give a unique experience to their target audience.”
According to Amin, the pandemic has boosted digital and the use of technology to the next level and one could say that pandemic has been the Chief Digital Officer for brands and agencies.
“Offline retail moved to e-commerce, big-budget shoots turned into simple stories shot via mobile phone and a home-based crew, brand launch events earlier hosted in a 5-star hotel are recreated online. The pandemic made collaborating with creative artists irrespective of their location faster and easier,” Amin said.
He said responsibilities at work have grown immensely in the last few months as many clients seek new-age technology-based solutions to give users an experience without them having to step out of their homes.
According to Amin, the future will not have traditional agencies as the consumer is addicted to their mobile phone and spends a large portion of their day online.
“Digital creative people will make advertising digital-first, giving the creative Big idea more possibilities — many platforms to engage with and hence creating a higher brand recall value, faster market penetration and more engagement with the target audience, while being cost-effective and leading to sales. A few years ago, Google said the future of advertising would be Art+Copy+Code, which makes sure that every idea is digital-first,” said Amin.
“We spent a lot of time finding the right creative person for this role. As a digital business that champions Creative+Tech, we wanted someone focussed and yet true to the digital medium to head the creative mandate for the market. With the firm backing of programmatic, Karan and his team will be creating engaging digital content and powerful brand campaigns, powered by technology,” said Robert Godinho, Managing Director, MediaMonks, India.
Amin began his career in account management before switching to the creative side as a writer in 2004. He has around 18 years of experience having worked in some of India’s top advertising agencies, digital agencies and content platforms. He has won major advertising awards across the world, including the prestigious Gold Lion at Cannes and was voted India’s Number One Creative in the year 2007 by Campaign Brief Asia. Amin has gained experience across industries such as telecom, FMCG, consumer electronics, footwear, airlines and finance.