Tista Sen, formerly the chief executive officer and chief creative officer, Ladyfinger, has announced the launch of her agency- TistaThinks. Prior to this, Sen spent close to two decades with JWT.

The agency has already started work for clients and has rolled out a new initiative for CRY, called, ‘Girl Interrupted’, which is a part of its ongoing campaign ‘Poori Padhai Desh Ki Bhalai’ (Complete education for the good of the country). 

We caught up with Sen to learn more about Tista Thinks, the current start-up space in advertising, and women in leadership positions in the industry, among other topics.

Edited excerpts:

What’s the idea behind Tista Thinks? Is it limited to being a creative agency?

Tista Thinks is me. It’s what I stand for, what I represent and what I do. After nearly two and a half decades in the industry, I’ve earned my own place in the sun. We are not just a creative agency, we are a think-tank. We create communication, build brands, and work on sustainability projects. We are also working on policies to empower women across the country and help in women’s rights and emancipation. Basically, we are involved with anything and everything that gives back to clients, industry, society, and ourselves.

The start-up space in advertising is crowded. How do you aim to break the clutter?

I’m not here to break the clutter. I’m creating my own space. I don’t want to compete and pitch and be involved in a P&L. I want to work with whoever wants to work with me and do the kind of work I believe in and with clients who believe in me.

Any learnings from your two-decade stint at JWT that you’ll be looking to implement at Tista Thinks?

Leadership and great client relationships have always been about listening and trust. And it works both ways. JWT has taught me that brands are not just created but nurtured and loved and have after-lives. I’m a great believer in team work and I think I’m a scary boss. That works for me.

Women in leadership positions in advertising, especially on the creative side (CCOs) are limited. Are start-ups the best way for women creatives to showcase their talent to the industry?

I don’t think start-ups are the only way for women to succeed. But I do believe that after much hammering at the concrete ceiling, women reach a stage in their career where they say enough. The onus to prove themselves is always more on women whether the industry accepts it or not. And let’s face it for that one top job there are always ten men versus the one woman. And they all want it.

How do you think agencies like yours can advocate for women's representation in the industry?

Tista Thinks is real. It’s authentic and genuine and we get women like nobody else does. We are not here to change lives. But we are here to advocate for women everywhere- as a consumer, as somebody who needs to be aware of her rights and as a woman who knows her place in this world. Unfortunately, most brands are hugely influenced by the male point of view and that is what we want to focus on. Brands can talk the walk. Policymakers recognise this and we are here to make it happen