5 Minutes with... Indy Selvarajah

Adobe Firefly is a proud supporter of LBB. As part of the sponsorship of the ‘5 Minutes with…’ channel, we spend time with some of the most innovative and creative minds in the industry.

Meet Indy Selvarajah, chief creative officer at Ketchum, where he spearheads the agency’s creative vision. Committed to its ‘culture-first thinking’, Indy believes in crafting ideas that resonate deeply with society, rather than merely within industry circles. His approach emphasises authentic, culturally resonant ideas that transcend norms. With a deep commitment to collaboration and partnership, Indy navigates the complexities of PR to deliver impactful campaigns that merge swift execution with profound creative depth.

His journey to leadership has been shaped by pivotal experiences and mentors, instilling a leadership style that values curiosity and a vibrant, inclusive creative culture. Beyond his professional role, Indy advocates for a balanced approach to work-life integration, championing efficiency and creative exploration outside the confines of traditional meetings. 

Here, Indy shares insights on navigating the evolving digital landscape, harnessing data-driven insights, and fostering innovation within the agency. His diverse passions - from writing screenplays to entrepreneurial ventures - underscore his belief in staying immersed in broader cultural currents to fuel creativity and leadership. LBB’s April Summers sits down to explore the principles and strategies that define his role and drive creative excellence at Ketchum.

LBB> As chief creative officer at Ketchum, how do you define your role in shaping the agency’s creative vision and strategy? Can you tell us about some of the key principles or approaches you emphasise to drive innovation in client campaigns?

Indy> I think every CCO’s role should be about instilling an authentic POV and philosophy, and then sticking to it. That becomes the blueprint of the vision and ambition of the agency. Ours is ‘Culture First Creative’ - ideas that need to be exactly that, born out of culture, for culture (not just the industry or award shows) and truly resonate with the right people. And you have to frame the client, agency relationship as a partnership. It’s the only way everyone will push hard to get to the best work. Transparency, respect and ambition on both sides. We’ve only ever got the best work out because of this, and without it, it just isn’t there. 

LBB> Collaboration is often key to delivering impactful campaigns. How do you foster collaboration between creative teams, clients, and other stakeholders at Ketchum? What strategies do you employ to ensure cohesive and integrated communication solutions?

Indy> It’s a juggling act! It's less straightforward for PR agencies because creative departments have only been in the building for the past five to six years. They often lean toward quick, surface-level ideas so they can get out of the door fast and move on to the next thing. It’s what PR has always been. It’s about speed. But, there is always a risk of a lack of deeper thinking and quality in craft and execution. So, a balance is needed between the swifter pieces of work versus big ticket opportunities. Ultimately, you want to bring as many people on the journey as possible and show why this approach works and the benefits of what bigger, fame-driving creative campaigns can bring to the agency.

LBB> How do you maintain a work-life balance in a demanding role like yours, and what strategies have helped you navigate challenges and stay inspired throughout your career?

Indy> Efficiency is everything. Being able to remain laser focused for those short bursts when it's needed so your brain can float away with the fairies outside of work. This is massively important for anyone with the word ‘creative’ in their title, from a junior staff member to a CCO. And making sure you have as few unnecessary meetings in your diary as possible. Or, if you’re lucky enough, having a PA who can push them away for you so you can concentrate on what you should be doing - creating and steering an agency towards great work.

LBB> Reflecting on your career journey, what pivotal experiences or mentors have shaped your path to becoming chief creative officer at Ketchum? How have these influences impacted your leadership style and creative vision?

Indy> Fun. The times in my career I recall the most fondly were because it was fun; the people I worked with, the conversations we had, the culture in the creative department and agency. I genuinely think this has been the biggest influence on me, in my work and home life. And my advice is, the moment it isn’t, either try your best to fix it, or if unfixable, move on.

LBB> In a rapidly evolving digital landscape, how does Ketchum’s creative approach adapt to new trends and technologies? Tell us about some of the ways you stay abreast of the latest developments?

Indy> Agencies are always bringing out new offerings, new names, and new logos. But for me, it's about immersing oneself in what is going on. Sounds obvious, but half the struggle is getting people to step aside from the churn and take time to dive into the unknown. I always say, the best time is time spent outside of the industry. Look in the cracks and corners, the hard-to-reach places and people. That’s where the most interesting tech developments and trends are happening.

LBB> What role does data-driven insights play in informing your creative decisions and optimising campaign performance?

Indy> We have a great R+A dept at Ketchum led by Giuseppe Polimeno. It’s been invaluable for us working together, using bespoke dashboards and testing methods so we have confidence in our creative thinking which can be at the very beginning and then pulled through to the very last presentation, so clients have peace of mind and assurance. And it needs to always be a balance of data very creative gut instinct - both will complement the other.

LBB> Outside of your role at Ketchum, what personal passions or interests do you pursue that influence your approach to creativity and leadership within the agency?

Indy> As many as possible. I mentioned it earlier, look outside of the industry you’re in – it will serve you well. I’ve got a couple of ‘side hustles’ which definitely influence me every day; I still write when I can, I’m with Independent Talent Group and have two screenplays which are optioned by studios, and I’ve invested in a few small, business start-ups, whose products have really interested me, over the past couple of years. Overall, it’s important to have a vociferous thirst for things that make you tick, even if only you get a kick out of it. It can be easy to forget about these when your time is being spent in too many (unnecessary) meetings!