5 Minutes with… Vaishali Sarkar
A keen practitioner of integrated communication solutions, and a proven leader across her many years in the industry, Vaishali Sarkar’s career has truly spanned the globe with her recent arrival in Toronto, taking on the role of president of Wunderman Thompson Canada.
Previously CEO of Wunderman Thompson Indonesia, Vaishali successfully led the agency through its famous merger and the covid-19 pandemic, while also landing and leading Danone Aqua, Indonesia’s biggest water brand, followed by a series of other new business wins including Perfetti, Nestle’s KitKat and Purina. She also has led teams across the Ogilvy offices to win three Echo Golds, a Cannes Lion in India, and two Cannes Bronzes in Indonesia.
Passionate about social causes, Vaishali believes in leveraging communication to create powerful and positive social impact. Moreover, managing senior client relationships, building strong teams and efficiently running profitable businesses have been proven points of strength, with dissemination of knowledge and training of young talent being a particular point of importance.
To learn about all this and more, and discuss how her diverse cultural insights and time overseas have enriched the start of her tenure in Canada, Vaishali sat down with LBB’s Josh Neufeldt for a chat.
LBB> How did you get started in advertising? Tell us your story!
Vaishali> I always knew I wanted to be where people were - at the heart of a business. Understanding the human psyche, learning to lean into it and leveraging it with innovative ideas fascinated me. The advertising industry in India was doing exactly this. It was in full bloom and blossoming rapidly. I wanted to be part of it.
In those days, I noticed that the best ads in TV, print or outdoor were always from Ogilvy. So, I decided that’s where I wanted to be. But I had to wait. I had no work experience and no one was hiring inexperienced people.
Then one day, Ogilvy released a print ad with the headline ‘Direct route to the top’. It was recruiting for its direct marketing unit – O&M Direct. And it wanted raw talent. I got the job. I joined on my 22nd birthday. I left Ogilvy on my 50th Birthday. And yes, by then I had made it to the top.
LBB> The big news is that just earlier this summer, you transferred to a new role as president of WT Canada. Congratulations! What inspired this decision, and what are you hoping to accomplish?
Vaishali> Thank you! Having worked in Asia all my life, first in India and then in Indonesia, I felt the need to explore the world - specifically the western world. Asia has been booming, so I learnt a lot in a highly competitive environment, in the fastest growing region globally. To get an opportunity to apply those learnings and continue to grow, as an individual, in one of the most enviable markets in the world, is a privilege and an honour. And to be a part of Wunderman Thompson, a global network that believes in investing in home grown talent and moving leaders cross country, is testimony to its commitment to our career enhancement.
In terms of goals, I hope to grow our offering in Canada by integrating and expanding the agency’s talent, capabilities and expertise into a true force, for our current and potential clients.
LBB> How has the transition been thus far?
Vaishali> The transition has been incredibly smooth. The agency culture and our people’s values are exactly the same, even though I am on the other side of the planet now. Canada has been so warm and welcoming that I feel I am home, amongst my own.
As per the work, my job expectations are certainly greater, as WT Canada needs to make a mark in the local market and also establish itself as a force to be reckoned with - becoming a key player within the North America region. This will mean growing our client base via new offerings, encouraging our teams to embrace new media and shatter convention, and will also mean being seen as nimble, easy to work with, fun to be around, and a true partner that delivers.
LBB> Building on this, are there any clients you’re particularly excited to work with? And what ideas will you be bringing with you from your time in Indonesia?
Vaishali> To be honest, for me, all clients are equal and will get my 100% focus. We have a very good portfolio of global automobile clients. We also work for many Canadian clients. There is tremendous opportunity in the market and I can see how agencies are pushing the boundaries to excel. There is healthy competition, so we definitely need to differentiate ourselves. In Indonesia, we stood for a full-service, efficient, professional agency with amazing talent that clients loved to work with. I hope to be able to do that and more here in Canada.
LBB> With all that said, you’ve been in the industry for quite some time! How have things changed, and what has kept the experience fresh and exciting?
Vaishali> Creativity is eternal. That is the essence of our industry and that is what has kept me excited about being a part of this mad ad world for over three decades. No two days are alike, and every new brief opens doors for new ideas, and new ways of approaching and solving business challenges for our clients. Yes the media landscape has changed, but consumerism hasn’t. We just need to pivot our ideas into a more digital, fast-paced world. We need to recognise the changing trends in humanity and the world we live in, while never forgetting that human desires will always remain the same.
LBB> As part of this time, you’re known for guiding the agency through its merger, as well as the covid-19 pandemic. To what do you attribute this success, and how do the lessons learned from these experiences influence the way you plan to lead in Canada?
Vaishali> I joined Wunderman Thompson as CEO in early January 2020. In early February I led the merger of three agencies – JWT, Mirum, and Wunderman - into a new entity, Wunderman Thompson. In early March, two months into a new job, a pandemic was declared. As a brand new CEO, I ran WT remote for my first two years. It taught me resilience, it taught me empathy, it made me more creative in finding ways to connect with my teams and clients, and it pushed me to be bold and brave in decision making. If I could do that, I feel I have the strength to take on the unexpected. For sure, empathy, sensitivity, and bravery will be values I hold onto for leading in Canada as well.
LBB> Beyond that, how would you define your leadership style, and what factors have played the biggest influence on this?
Vaishali> I lead from the front and by example. I believe in the human spirit and for me, my people come first, especially because they are at the core of our business. Without the best talent, the most motivated teams - the challengers, the movers and shakers, and the unconventional mavericks - we are nothing. If I can harness the power of our people, we will succeed.
Having built my entire career at two WPP agencies - Ogilvy and Wunderman Thompson - I have learnt from the best mentors who were incredibly inspiring leaders. Here too in North America, I am blessed to have peers and leaders I am learning so much from. We are a team. As long as the team spirit is kept intact and nourished, we as leaders will find the way, show the way and lead the way.
LBB> And how will you be using the power of the WT network to help pave the way in Canada?
Vaishali> Wunderman Thompson is a very strong network globally, and having been within it for close to four years - moving from one end of the world to the other, I truly see how powerful a force it is to be part of a global community. Having access to other leaders, teams, tools, and shared values is simply amazing and very reassuring. As part of North America, we lean into and on each other constantly. It’s like a dance where we all know the steps and it’s beautifully choreographed for the most spectacular and entertaining performance.
LBB> Finally, in moving to Canada, is there anything you’re particularly excited to do or try? And what helps you destress after a long day at work?
Vaishali> While I don't want to break any bones, I would love to learn to ski, or at the very least skate on ice. I am lucky to have found a condo on the waterfront, and thus, a desire to sail a boat is also on the wish list now! Of course, I wish to explore this gorgeous country in its totality, so travelling to all parts of Canada is certainly on my bucket list.
Beyond that, I can't seem to escape creative pursuits. In my free time, I could be trying new recipes in the kitchen, crocheting or knitting blankets, playing Scrabble, or, if I can get outdoors - (or here, indoors) - swimming or playing tennis. Any or all of these activities keep me alive, happy and centred. But at the end of a day, reconnecting with my family across the world is the most precious of all.
