Bharat Kumar on Bringing Optimism and Conviction with His Return to Momentum Worldwide

As August began, so did a new stage in Bharat Kumar’s career. After four years split between creative powerhouses Johannes Leonardo and Havas, the creative has returned to the global experiential agency Momentum Worldwide as an SVP and executive creative director.

Bharat’s 15+ years of experience have seen him recognised by both consumer and industry peers, earning him awards at some of the most prestigious shows and festivals, including Cannes Lions, D&AD, Clios, One Show and more. Last at Momentum in 2019 as VP and creative director, this move marks his return not only to the world of experiential marketing, but to an agency where he says he previously experienced ‘the most fun in his career’.

After the announcement was made, LBB’s Ben Conway caught up with Bharat to discuss the move, his plans for helping lead Momentum’s creative output going forward, and the importance of creatives having a point of view.

LBB> Congratulations on your new role! What went into the decision to return to Momentum Worldwide?

Bharat> Thank you. How it came about was a pleasant mix of timing, where I was and what I was looking for in terms of my next challenge and chapter – and a lot of good luck. I had the good fortune of working with [Momentum Worldwide’s North American CCO] James Robinson before, and we’d stayed in touch. So when he reached out, I didn’t think anything of it, and then when he shared what he was thinking, it quickly all made sense and came together. 

As for the decision-making, it of course starts with family and creative opportunity. Fortunately, those two factors aligned and made sense. Second, as I thought about a potential return, it dawned on me that I had had the most fun in my career when I was at Momentum. In fact, I’ve been rooting for them from afar and have spoken highly of the agency to anyone who asked… that was a pleasant realisation. 

Of course, I’m proud of the work I’ve been a part of before and since my first go-around, as well as the folks I got to team up with. But the people here, the creative vision, the experimentation, the canvas(es) in which we get to play, the accounts, and the audacity of thinking… It’s a wonderful cauldron of ‘what if?’, ‘how the hell are we going to do this?’ and then eventually, ‘OK, we’ll figure it out, let’s make it happen’. It’s what makes Momentum special and why I’m thrilled to be back.

LBB> After your time at Havas, you’ve now returned to the world of experiential marketing – why is now a good time to jump back into experiential?

Bharat> Why not now? For all the talk about AI, emerging and converging technologies, gen z and alpha’s beliefs, and so on, it’s an exciting time to get back into it because there are so many more ways to go about creating an experience. And ultimately, we know people want experiences more than things. We know live TV viewership isn’t what it used to be. So in an increasingly social and fleeting world, [with] the chance to construct real things and help people engage with brands in a real, tangible way, now felt as good a time as any. 

LBB> What experiences and skills are you bringing back with you to Momentum? Were you involved in experiential marketing at your previous agencies?

Bharat> I’d like to think I’ve learned from every place I’ve been. My time at Johannes Leonardo and Havas specifically afforded me the chance to get back into the world of traditional advertising - a tonne of broadcast and ATL work, lots of production and, by extension, a lot of post-production. I will say though, at Havas, we were able to do a bit of experiential with a blood drive campaign for NewYork-Presbyterian, which generated a significant number of blood donations.

But the best part of those places is that I was exposed to new perspectives on how to elevate the work from the page to the final product, and a dogged commitment to craft. Both places also helped me better understand and engage with the business side of the industry more. 

Equally as important, even if it sounds a bit trite, is that I also realised the value of disagreement. It can be a very good thing. When exercised properly and in civil ways, it can and will lead to better work. 

LBB> You were last at Momentum in the tail end of 2019, leaving just as the covid-19 pandemic transformed the world of experiential. How different today is the experiential sector – and Momentum’s role within it – compared with your last stint at Momentum? What are the biggest changes?

Bharat> It’s a bit strange in that it’s radically different and oddly very similar to pre-pandemic life. For starters, just as before, anything and everything can be an experience. We’re seeing that manifest in the more expected ways, like on-site physical structures and activations, sponsorship plays, digital extensions, and in branded experiences that offer added access to consumers. We’re also seeing it in newer ways with the advent of new technologies and spaces, like the metaverse (is that still applicable?), AI, and in unexpected brand or celebrity collaborations. What’s so exciting about coming back to Momentum, is that we’ve done it all, pre-, during, and post-pandemic and we’re only getting better and more daring with each pass.

LBB> You were an ECD at Havas for 3.5 years, now taking on the same position at Momentum. How would you describe your leadership style? What events or people have influenced that the most for you?

Bharat> Like I said before, I’ve hopefully learned from every place I’ve been. There are styles that I try to emulate or adapt and adopt, and there are also approaches that I don’t think I am suited for, which is just as important to know. 

I’d like to think of my style as approachable, additive, deliberate, smart, decisive, and fun. Hopefully, creatives (and other disciplines) trust me and view me as demanding, but fair. I think work is important, but it’s equally important that the teams feel seen and safe. They know that we can joke around and everyone can say their piece, but there’s a sense of urgency to get the job done and done well. 

While there are way too many people to count who have influenced me, I’ll share the creative leaders whom I regularly seek out for counsel. David Lee, Omid Farhang, James Robinson, Adam Reeves, and Josh Paialii. I’d also add our director of creative recruitment, Heather Beck, to that group. They are smart, creative (of course), resourceful, strategic, decisive, business-minded, human, and make work enjoyable. Others are probably better equipped to describe my style, but I try to model myself on the above.

LBB> How do you intend to shape the creative output of Momentum? What kinds of work do you want the agency to be known for?

Bharat> I’d like the team (collectively, across departments) to operate with a sense of optimism and conviction. That means approaching input briefs, creative briefs, the work and production with enthusiasm and confidence. I was taught a long time ago that being a creative without a POV, right or wrong, is probably the worst thing. That stuck. It’s why I believe we should ask questions, express our opinions, and have healthy, productive conversations, internally and externally. I think as you do that more and more, it’ll be reflected in the type of work we do and the response we get to it.

LBB> What are some of your short-term ambitions at Momentum? And what does the rest of 2024 look like for you, once you’ve settled in?

Bharat> Short-term: settle in, use my new login and password on the first go (instead of my old one), learn the latest acronyms, and hopefully help the teams elevate the work. As for the rest of ‘24: produce some undeniable work for our clients, win some new business, and have people in the office be sick of me talking about how great the Jags are doing.