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BW Businessworld

Integrated Collaborative Approach Is The New Emerging Trend

The dynamics of a fast-changing world that requires a 'village' to raise and build a business.

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CEO Power Evening was organized to discuss the unprecedented collaborations and efforts that precede extraordinary outcomes of a business. A panel discussion took place at the event that discussed the dynamics of a fast-changing world that requires a 'village' to raise and build a business. The eminent panellists included Rajesh Ramakrishnan, Managing Director, Perfetti Van Melli India; Simon Gillham, Member-Managements Board, Chairman, Vivendi Village, Senior Executive Vice President, Communications; Chris Hirst, Global CEO, Havas Creative; Peter Mears, CEO, Havas Group Media; Puneet Anand, Sr. General Manager & Group Head, Marketing, Hyundai Motor India. The session was chaired by Dr. Anurag Batra, Chairman & Editor-in-Chief, BW Businessworld & exchange4media group.

Rajesh Ramakrishnan said that the ‘space of collaboration’ is growing and it is an important aspect in the future businesses and the result of that is greater ownership, better ideas, and minimal work. He said, “As we move forward, a lot of roles are merging and the boundaries are blurring. The important thing that is growing and futuristic is ‘space of collaboration’. And by space of collaboration, I mean, how do you engage with your partners?”

He added, “Let’s all sit around the table, (discuss) this is what we want to do, let’s bring the ideas on the table, and build upon it on the perspective of the different partners.”

Dr. Batra further asked the panellists that would it be fair to say 'collaboration' first in the market today and asked the emerging trends and how are they competing well with their own roles and responsibilities.

Peter Mears pointed out, “The trend emerging is ‘Integrated collaborative approach’ and it gives a future placement for the business”.

“When we put different capabilities and resources together the product is so much better. There is, of course, the regular tools and technologies that can replace some of what humans can do but fundamentally the idea generation, the human brain is always going to set us apart," he added.

Furthermore, Puneet Anand talked about Hyundai’s ‘Brilliant Moments’ campaign where the company used the collaborative approach for the campaign. He said, “In the last 20 years journey, the customers’ preferences have changed and with the collaborative support of our partners, clients, agencies, vendors and most importantly customers, Hyundai 20-year campaign came out like a global case study”.

He also said that the automobile industry has turned into the service industry because mobility is service.

Chris Hirst talks about the importance of technology in the collaboration space. He said, “Technology in all its form is just one tool, it helps in getting better insights."

He added, “Ideas come from all sorts of places, ideas are easy. The trick with ideas is choosing the right or best one. Turning the idea into concrete reality is a task. The worse thing one can do is to not make an idea."

Dr. Batra said that philosophically leaders are the sole people behind everything and they are not very collaborative and in this situation how do collaborations works, he asked the panellist. 

Further, Simon Gillham commented, “Leader is about standing out, to lead by example, to make a meaningful difference in the society."


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