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Sachin Puthran

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Sachin Puthran

Business

Thatz it Pvt Ltd

Tools of BI

Currently we are using Mavenlink for Project management. It s a web based collaboration tool with excellent analysis and reporting modules. Its well integrated into Google Apps too that helps us optimise and standardise the workflow.

Describe your struggle of achieving success

The start of my journey was attributed to my graduation in Microbiology. This gave the attitude to research and document any project. Post this degree, I got interested in Visual Art and pursued one more degree in BFA from Sir J J Institute of Applied Art, Mumbai. Topping successively in this gave me a good connect to the industry. My teaching skills and passion also allowed me to transfer my knowledge to students. Eventually when I started my own design company, all my achievements came handy to get the right clients and develop the agency to its current stature of over 25 employees. I also continued to be a visiting faculty as well as facilitator for many art workshops till date. Today we have grown into an Inhouse 360 degree creative agency with a debt free infrastructure and organised workflow.

Role of BI

BI in Creative agency helps put order into a Lateral thinking process. It regulate and optimises the biggest variable i.e. the creative process and schedule to be controlled. Regular intervention and iterations in managing and retaining talent is also achieved through BI. Unlike other industries, creative resources are vulnerable to better pay, better opportunities faster than other industries. Hence people management and BI always works hand in hand.

Comparison of current work from previous one

We have grown into a company with diverse talents and this has helped us grow in terms of project scope. Earlier we were looked upon as a production company, but now we have clients who would like us to be Brand Custodians and help the brand develop experiences in various formats to achieve their marketing goals. One of the new achievement is to develop engaging spaces in terms of Installation Art and Interactive experiences with a blend of Art , Design and Technology. This involves Research, Experimentation, Technology integration, Brand Perception and Implementation.

Concept of BI

First of all BI in Creative industry has to be understood with sensitivity to the resources used. Analysis quarterly helps in correcting loopholes in the business practises. A choice has to be made in selecting profitable yet good clients with a good attitude. Generally its better to knock off clients who don't respect a creative agency and their work. This is however a personal and emotional intelligence based on personal experiences. Financial and Experience mapping of team to projects and clients is essential.

Book and websites

Have learnt all online and without being an MBA

Measures to be taken

As a growing company with our work expanding into global domains, we would like to implement simple yet detailed BI tools that help us manage team, workflow, accounts and Profits using web based or Tablet based apps. We are looking for simplicity, compatibility and universal standards in the apps.

After few years

I see myself as a global Player with local resources. India has a lot of Creative talent and if we help nurture them and grow with global standards, we can outclass anyone in true global competition.

Definition of BI

BI is all about being smart and taking the right steps at the right time. Taking Creative Agencies to highest creative standards using accurate and intuitive project management tools.

Your Role

As a Creative Director, my role is to drive the projects. Since I have established the business from scratch, I also manage creative presentations, Pitches and Ideation at all stages. Being a leader and motivator helps in moulding my team for accuracy, metrics and continuos improvement.

Decision taken

Choose clients carefully. Work with clients who are visionaries. Educate clients on 5 day working per week. Enthuse the team always to work better. be different. Do things. Travel. Meet different people. Learn by failures. Stand up on each fall. Resurrect with a calm mind. Network with people. Acknowledge all people and situations. Be happy

Important Decisions

After graduating in microbiology, a shift towards creative field was the most important shift. A major in illustration helped me to work with the Father of Indian Animation, Mr RamMohan. Later I got opportunities to work with industry professionals and also an early mover advantage of adapting technology in all my work helped me to get interesting work from clients.

Personal Information

An artist with an interest in technology, art and design. Graduated from Sir J J Institute of Applied Art in 1991, majored in Illustration and topped the university. Took Fellowship in the same college and started my own Design company in 1995. Today a Creative Director of Thatz it Pvt Ltd, a 360 degree Creative Solutions company with work ranging from Films, Animation, Design, Art to Technology. A people person, who loves to motivate and guide young art students in life and career planning.

Learnings

Clients who are flamboyant and will put you in demand till their work gets done. One needs to be careful with such clients. always deal with Corporate clients. Always document your work. Make people answerable. Enjoy life.