Dr Karandeep Singh on innovation and the challenges agencies face in this evolving and dynamic industry

Career to date:

2005 Digital Marketing Strategist Lumernarc
2008 Senior Digital Marketing Strategist Lumernarc
2011 Digital Marketing Manager Mirrorstone Lighting
2012 Senior Digital Manager Homeserve
2013 Head of Analytics & Insights Digital Annexe

As head of analytics and insights at Digital Annexe what is your primary focus? 

At this stage, it’s growing our Analytics revenues. I’m dealing with various client engagements, fine tuning internal procedures, preparing for speaking opportunities, public/client-side training and solving the ‘numbers’ related issues with my team of analysts.

Please share a paragraph on your career to date – specifically talking us through the high points?

After school, I spent 11 years in further education. As numbers are my first love, I achieved a 1st Class hons in BSc Mathematics and MSc in Applied Mathematics. In 2011 I completed a PhD in Statistical Modelling and Analysis.

I started my career with a New Jersey-based Hydroponic Systems manufacturer and stayed for seven years. I then joined a UK-based start-up (an LED manufacturer) and worked in utilities/financial services (HomeServe Membership Limited) for around a year before joining Digital Annexe last October.

What’s unique about your agency / business? Why did you join Digital Annexe?

We are the only creative agency in London that is driven by analytics and insights, making sure that what we create and develop has a strong research led innovation behind it. I always say that we not only create but we innovate by keeping our clients (like Mercedes-Benz, The Telegraph, Massey Ferguson and many more) in our hearts.

I joined Digital Annexe for two reasons. Firstly the CEO – Julian Mitchel has created a great agency culture and it’s been fantastic to become part of the DA family. Secondly, the agency is rapidly growing and works at a fast pace meaning it is an exciting place to be. 

Who are the people new to you (either within your business or externally) who have particularly impressed you in the last twelve months?​​​

I am impressed with Sean Singleton (MD of Digital Annexe) because of his excellent grasp over everything digital. He is a light hearted digital professional and a really positive thinker, which is what we need at these thrilling and record breaking times at the agency.

What has been your agency’s best work in the last year?​​​​​

We have produced lots of great work for Mercedes-Benz.  For example we delivered an award-winning CLA-Class App  and Sales Tool app.

Industry wide, what work has excited you most this year?

The British Airways’ ‘Magic’ Billboards campaign for their approach of digitising billboard world and using real time data to make an impact.

Video: British Airways ‘Magic Billboards’ by Ogilvy.

Who or what inspires you?​​​

Early morning meditation keeps me inspired daily and makes me think positively most of the time.  

How do you stay in-touch with the industry’s best work and culturally relevant news?

I follow a range of people / pages and their lovely work, here are some to name a few:  Occum’s Razor by Avinash Kaushik, immeria by Stephane Hamel, Google Analytics blog and Web Analytics Association blog.

What work or agency from outside the UK do you think is particularly influential?​​

LovesData (an analytics digital agency from Australia) have been making a real impact in recent months with regards to the Universal Analytics.

What do you think are going to be the main challenges for agencies in the next two years?

The digital space is evolving at a rapid pace with new technologies and products appearing in the market every few months. The biggest challenge is to keep up-to-date with this ever evolving and dynamic industry. To come up with the tonnes of data to generate and manage is one thing, but the challenge for agencies is to use this data to convert more customers, to increase revenue and improve the overall efficiency. In terms of analytics, what we are now moving towards is called ‘Conversion Analytics’

What’s your attitude to the ‘traditional’ pitch? Do you think there is a better/more modern way?

The pitch is all about presenting the solution in an innovative way. There is no right or wrong! But the nearest to the requirements wins the game. The most important thing is to understand and map what has been asked to the solution being offered. Any gap could become the reason for failure whether its budget or creativity. I believe in using technology to its best.

In what ways do you think the industry can change for the better?​

Looking at the tremendous amount of that data is coming from all different fields, whether it is the Public Sector or Fashion Industry. I believe that if we start using (optimally) the data that we are generating, we will see change. From late last decade, there has been a revolution in re-defining data architecture and data management systems, but we are still missing the actual analysis of all that data we are capturing and hence missing tonnes of opportunities to grow the business. Growth-Hacking your business is only possible if we can turn numbers into actionable information.

What’s the next big thing for Digital Annexe?

There are many things which are lined up in the coming few months before we say ‘Merry Christmas’ to each other, but the most exciting one is the launch of a multi-million global campaign called Antarctica 2 from Massey Ferguson. One of the most eagerly anticipated campaigns in the Agricultural industry, is where Massey Ferguson will be taking their tractors to Antarctica with Tractor Girl.

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