May 2025 — Goa, In a compelling panel discussion titled ‘WTF is Creative Leadership Now?’, some of the top creative minds across the industry shared their perspectives on the evolving role of Chief Creative Officers (CCOs) and the future of creative leadership in agencies. The session was moderated by Rohit Ohri, Founder of OHRIGINAL.
Bobby Pawar, poet, storyteller, and consultant, set the tone by calling the CCO the “instigator-in-chief” and the right brain of any agency. He stressed that creativity has suffered as agencies expanded into tech and consulting roles. Pawar highlighted the danger of overloading CCOs with too many responsibilities, leading to burnout. He made a strong point — without creativity at the center, agencies crumble, and if the CCO isn’t central, the agency is in the wrong place.
Sonal Dabral, creative consultant and founder of Tribha, shared how the CCO’s role has evolved from being solely the creative head to becoming the guardian of a brand’s unified vision. She emphasized that CCOs must also act as Chief Culture Officers — inspiring teams, nurturing leadership, and driving business growth through innovation. Dabral noted that while AI can provide valuable insights, it can never replace the cultural instinct and human creativity that are essential to the role. She added that CCOs must continuously adapt, evolve, and trust new talent while remaining creatively aligned.
Senthil Kumar, Chief Creative Officer at VML India, described creativity as alive and well, with the CCO’s role now focused on building, scouting, and empowering talent. He emphasized the importance of connecting creative dots to solve problems and craft original, mind-blowing ideas. According to Kumar, CCOs are “playing captains” who lead from the front while elevating the team’s creativity. He stressed that the idea remains the center of the universe, and execution must evolve around it.
Lulu Raghavan, President APAC at Landor, reflected on how agencies have lost focus chasing revenue and tech transformations at the cost of creativity. She urged CCOs to fight for ideas and resist bending to business agendas or approvals. Raghavan called for restoring the CCO’s role as the agency’s core strength, pointing out the rising influence of creator-influencers and the need for fearless, empowered creative leadership.
Moderator Rohit Ohri wrapped up the session by redefining the modern CCO as a shepherd of diverse talent and a protector of safe creative spaces. He noted that leadership today is about leading from behind—protecting teams and fostering environments where creativity can thrive. According to Ohri, the future of creative leadership lies in creating open spaces for ideas to flourish, rather than in ownership or control.
The panel concluded that creative leadership is more vital than ever, and agencies must prioritize creativity at their core to succeed in an increasingly complex landscape.
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