Three Questions for... Arjun Nalapat

Three Questions For... Arjun Nalapat, Creative Director & Content Consultant at Multiconnexions

1.  What are you most excited about that’s happening in the industry today?

Expansion. Niche agencies are spawning everywhere. Some specialise in categories like healthcare, others in audiences like multicultural. More diversity means better creativity.

2. And if you could change one thing about the industry, what would it be?

We need to let the idea of control over a campaign go. Once the idea is executed, we can’t control how people will consume it, now more than ever. Instead, we need to treat it as any adventure, testing the wind constantly and being ready for every twist and turn.

3. What is your favourite ad of all time and why?

My all-time favourite isn’t an ad, it’s a narrative that began in 1947 and is still relevant. A diamond is forever. De Beers. I bought my fiancé a rock, didn’t you?