Shouvik Prasanna Mukherjee

CCO, APAC
Golin

Singapore

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“We have no control over the dynamic changes across the marketplace, and the only way to stay ahead is to innovate and adapt."

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Widely recognised as a changemaker within the industry, Shouvik Prasanna Mukherjee is that rare chief creative officer who truly understands and harnesses the power of data and analytics. In 2021, he established Golin’s creative intelligence unit to help the Interpublic shop integrate analytics and measurement expertise with creative and content capabilities in Asia. The unit has been fundamental in driving a business win rate increase for Golin, achieving a 10-point increase year-on-year to 76%. Client satisfaction has also increased by 7.4%.

His innovative thinking led to the launch of Golin’s Executive Impact Matrix, the first data-driven solution to analyse the business impact delivered by executive thought leadership. The tool is projected to double the revenue of the data analytics team by the end of this year, and act as one of the largest organic growth drivers for the agency in Asia.

He also acts as a respected and inspiring mentor to his team, and has been described as a catalyst who inspires and amplifies the strengths of all team members and motivates through his creativity.

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How do you define innovation?
Innovation is driven by an attitude that questions the norm and depends on an aptitude that tries to overcome challenges.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
As the President of the PR Jury for SPIKES ASIA 2022, I saw some brilliant PR campaigns across the region that demonstrated exceptional business or social impact, driven by unique insights and brilliant creative ideas. However, the Grand Prix winner had to do more than that - it needed to inspire us to be brave and remind us of the greater responsibility that comes with the power of communication. What I liked most about The Unfiltered History Tour is that it gives a platform to underrepresented minority voices to share their accounts and ensure a dominant culture could be challenged. It educates audiences about the untold side of history using a tool as accessible as Instagram filters to tell unfiltered stories. This project is clearly greater than the sum of its parts, as it is a fusion of art, technology, and the audacity to rewrite history. As Zing Tsjeng, Editor-in-chief, VICE very eloquently puts it in the case film: “We can’t change the past but we can change how we engage with it in the present”.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
I have always been a big fan of Nike as they have always had a finger on the pulse of the audience in an ever-changing world. Nike not only became a part of the critical cultural moments over the past few decades, they actually helped prompt a few of them and took some definitive stand on issues that matter. They inspired me with campaigns like ‘I’m Not a Role Model’ in the 90s to the more recent ‘Equality Has No Boundaries’, ‘What Are Girls Made Of’, or the Dream Crazier featuring Colin Kaepernick to ‘One Day We Won’t Need This Day’ - it’s an incredible legacy of creative bravery!

Describe a moment in your career that you would consider to be innovative.
I believe in micro innovations in performing my job daily. However, one pioneering initiative in the agency world has been the operational integration of the data analytics and creative teams at Golin Singapore back in 2017. Managing these two unique teams has had its challenges but it helped create great synergies in developing and delivering impactful data-driven work for our clients. Today I continue to supervise the Creative Intelligence Team in Asia Pacific - an integrated outfit of data solutions and creative capabilities across the Golin Group agencies in the region.

Who do you admire for his/her approach to innovation?
While I admire great many stalwarts across our industry, I would like to mention my grandmother - my ‘Thamma’! Immediately after the independence of India, my family like other landed gentries struggled to cope with the new post colonial socio-economic realities. After the passing of my grandfather, it was Thamma who reorganised our family estate to streamline the source of income while combating social, economic and political adversities in a patriarchic, conservative and tumultuous new India. It took tremendous innovative spirit and perseverance to reinvent the economic viability of our family who were made redundant almost overnight. And she did all of it in her amazingly graceful way - and with the omnipresent smile on her lips!

How do you get out of a creativity rut?
There are multiple ways to deal with a creative rut but one of the most effective ways for me has been to get different, disconnected perspectives. I try to talk to people from different background and context to explore different points of view on a creative conundrum. But the most consistent, daily trick for me has been just to take long walks with my dog Tara in the nature parks - the sheer peace of the moment helps me sort things in my head.

What advice would you give to the PR industry around embracing innovation?
Innovation is the only way for the PR industry to stay relevant and viable. We have no control over the dynamic changes across the marketplace and the only way to stay ahead of it is to innovate and adapt.
 
What would you be doing if you weren't doing your current job?
I would likely be a fashion stylist, even though I would love to be a dog groomer too!

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
There are quite a few shows that inspired me over the past year including ‘Only Murders in the Building’, ‘Love, Death & Robots’ to ‘Formula 1: Drive to Survive’ - but if I have to name one, it would be the docu series ‘Abstract: The Art of Design’.

How would you like to see work culture, and the role of the office, evolve?
Offices help create a space for real, tactile human connections. Since people matter most in any business, the office space must play a critical role in helping people exchange ideas, emotions and build a culture of collaboration and interdependent co-creation.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
Actually on the contrary it’s diversity, equity and inclusion that has the real power in driving innovation! We just need to create more diverse and inclusive teams by design and ensure equitable opportunities for the real spirit of innovation to thrive. It has to be a conscious, conscientious effort and each of us has a role to play.