Shriram Iyer

Chief creative officer at Tilt.


  • What do you do if an ad campaign is unsuccessful?

    there are many reasons why a campaign could fail. depending on what part of the machinery you belong to, it helps to take a hard look at the campaign , this time from a distance and critique the various elements in the mix. you may find the answer. now as a creative person responsible for creating the idea, one usually know it at a gut level when an insight or idea does nt ring true. best not to proceed with any such ideas. they usually fail. campaigns based on solid data and insight seldom fail.

  • Do you think a creative campaign overshadows the advertised product or adds value to it?

    overshadowing a product defeats the purpose of the entire business. keeping a product at the central of the creative process is essential.essential.integrate it in the core of the idea and you will never have to fear the idea hijacking the product.

  • What are the benefits and drawbacks of being in the advertising profession?

    Look, its like any other profession. It has its highs and lows. The key is to not expect all your happiness to come from your job. Having said that, what I have discovered is that there is a popular misconception that being in a creative business means one can afford to compromise discipline. That is a myth. Once you come to terms with the fact that it is a lot of hard work and discipline, creativity meets lesser rejection and the benefits become greater

  • How do you see your job evolving in the future?

    it is an exciting time. the proliferation of media vehicles and tools only allows creative folk to further express ideas for brands. So the ones whi are willing to constantly unlearn and learn will evolve. we will still be compunction experts, with more channels to do our bit.

  • What are the 3 things every successful advertising-professionals must-have?

    Insight, the power to tell a story in many forms, and humility. commercial creativity is no place for egos.

  • What are the 3 things every successful advertising-professionals must-have?

    Insight, the power to tell a story in many forms, and humility. commercial creativity is no place for egos.