Indy Selvarajah | Innovator 25 EMEA 2021

Indy Selvarajah

Executive Creative Director



The most innovative brands and agencies see everything from the audience perspective and truly understand culture-first, human-led campaigns."

Born on the rock of Gibraltar; Sri Lankan and Malaysian by blood; British by design: Indy Selvarajah is a Cannes Lions and D&AD award-winning executive creative director who is now part of the trailblazing team at Ketchum UK. A creative polymath, Selvarajah is working his way through the creative industries, innovating at every turn. He started his career as an artist, showing work at institutions including The Serpentine Gallery, Tate, Barbican and Whitney Museum of American Art in New York. He then wrote a show for Channel 4, produced by Charlie Brooker, which was named as one of the Guardian’s Top 50 TV shows of the year. Next, he went into advertising, where he wrote and created work including the Thierry Henry Sky Sports film: the most-viewed advert in 24 hours in Facebook history, with 21 million views. Before joining Ketchum, Selvarajah had moved into PR, working at Weber Shandwick and Edelman Deportivo. His most recent work is Adobe’s Love the Journey campaign, featuring a love letter by British rapper Little Simz to her mother.

How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?
Less innovative.

Do you think the global pandemic has made the industry more innovative?
Not sure.

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Creative ideas.

Who most influences how innovative a brand's engagement is?
The consumer.

How do you define innovation?

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Those who see everything from the audience perspective and who truly understand culture-first, human led campaigns.

Describe a moment in your career that you would consider 'innovative.'
Being the first brown ECD of a PR agency in London.

Who do you admire for his/her approach to innovation? 
Bjork. Relentless innovation at every turn.

How do you get out of a creativity rut?
Keep going.

What advice would you give to the PR industry around embracing innovation?
Look outside of the circles you have constantly been looking in.

What would you be doing if you weren't doing your current job?
Working at the Jim Henson studios.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Raymond Carver.

What's your favourite time of day and why?
6.30am. Breakfast. Most important meal of the day.