Talented is trying to suck at being mediocre: PG Aditiya on agency's Cannes Lions debut

Late Sidharth Rao would be smiling at our wins at Cannes Lions in our debut year, said PG Aditiya, Co-Founder and CCO, Talented.Agency, paying tribute to his mentor who passed away earlier this year.

Aditiya and Gautam Reghunath left Dentsu Creative and launched their own independent setup Talented.Agency more than a year ago right before their campaign ‘Unfiltered History Tour’ made their former agency the ‘Agency of the Year’ and won multiple Grand Prix.

Cut to 2023, in its debut year, Talented won its first two Bronze Lions and a Silver along with fetching seven shortlists.

In an interview with BestMediaInfo Editor Akansha Srivastava, Aditiya along with his production partner Ronak Chugh, Director, Rooted Films, spoke about the difference between entering Cannes Lions as a new and independent agency versus entering via an established network agency, their passion points, the chemistry between a production house and agency in delivering award-winning work.

For the record, Chug was the victim of what Aditiya call ‘Frepotism’ and was dragged to advertising by him. He directed Dentsu Creative’s award-winning campaign ‘Unfiltered History Tour’ last year and this year too, he’s the one who also directed Talented’s winning work for Swiggy.

The duo took a walk around the “The Work” area at Cannes Lions and talked about how going independent can solve the attrition crisis and how ‘Cannesaxiety’ (Cannes+Anxiety) grapples them each year.

Watch the full interview:

Info@BestMediaInfo.com