Code and Theory’s CFO on the Importance of Synergy and Investment
Harika Inal is the chief financial officer at Code and Theory. Harika brings a wealth of expertise to her role and has a track record of driving financial performance, making process improvements and leading accounting and finance teams to success. Prior to Code and Theory, Harika held leadership roles at GroupM, Pace Gallery, and WM where she worked alongside senior leaders across the globe. She has Finance and Accounting degrees from the University of West Florida and an MBA from Florida State University.
Q> As CFO, you see a pretty clear picture. What’s most important in 2024? Where should businesses be investing?
Harika> Businesses should prioritise investments in innovation and transformation that yield immediate conversion on marketing dollars and pave the way for more significant long-term returns. Adopting AI-driven solutions will be pivotal. These include enhanced targeting precision, leveraging blockchain for transparent ad transactions and investing in immersive technologies like spatial computing for engaging consumer experiences. (We love having our clients try our new Apple Vision Pro headsets while in the office.) Embracing these advancements can drive significant ROI over time. Still, it’s essential to strike a balance and acknowledge the need for immediate results while laying the foundation for sustained profitability.
Q> What is unique about having a culture that is a balance of 50% engineers and 50% creatives?
Harika> Our balance of 50% engineers and 50% creatives offers advantages that set us apart. By leveraging our engineering team’s analytical prowess alongside our creative minds’ imaginative thinking, we foster a collaborative environment that pushes boundaries and inspires innovation. Our co-founder Dan Gardner says we drive outcomes with technology-enabled creativity and it’s true. I’m always impressed with what the teams come up with.
Q> What’s different compared to years past?
Harika> The most notable difference is the pervasive influence of AI across all facets of advertising and marketing. People can’t stop talking about it, although it’s been influencing us for a long time. This year, it has transitioned from a promising innovation to an indispensable tool that drives change in the industry. We feel its presence across advanced data analytics, predictive modelling for campaign optimisation and content creation, among other areas. Utilising AI to analyse datasets and actually anticipate behaviour gives us a real competitive advantage.
Q> What’s one piece of advice you’d give anyone in the agency world about how to better collaborate with finance?
Harika> Prioritise clear and open communication and bring in finance as early as possible. Establish a regular dialogue between operations teams and finance departments to foster a mutual understanding of project objectives, constraints and financial implications. Take time to identify areas where you can negotiate favourable terms with vendors and suppliers and explore alternative solutions that offer comparable results at a lower cost. Ultimately, by working together transparently and leveraging each other’s expertise, agencies can maximise the effectiveness of their projects while maintaining fiscal responsibility.
The finance team is here to help decode the mysteries of the financial world. Don’t hesitate to reach out and ask for clarification. After all, a little collaboration between creative minds, engineers and number crunchers never hurt anyone, and you might even pick up a few financial tricks along the way!
Q> What is the one thing you’d tell your younger self?
Harika> Nobody knows everything; don’t be afraid to ask for advice. Throughout your career journey, stay connected with colleagues and never underestimate the power of building a network. Seek out mentors who can offer guidance and support, and don’t be shy about collecting them along the way. Remember, everyone has something valuable to teach, and by embracing a mindset of continuous learning and collaboration, you’ll not only navigate challenges more effectively but also cultivate meaningful relationships that enrich your personal and professional growth.
