On Oct. 30, 2024, D'Amore-McKim hosted the second in a series of events to address and celebrate the thematic pillars of our new mission, focusing on the future of global business.
In the latest event of the Beyond Boundaries series, the D'Amore-McKim School of Business welcomed Devika Bulchandani, Global CEO of Ogilvy, for an engaging discussion about the evolving landscape of global business. Hosted by Professor Ravi Ramamurti, University Distinguished Professor in International Business, this fireside chat provided students, faculty, and attendees with a closer look at how Bulchandani has navigated her career and her vision for the future of advertising.
Reflecting on her journey from a small town in India to the helm of a global advertising agency, Bulchandani shared anecdotes from her life, including childhood experiences that highlighted her determination to overcome societal expectations. “As a young girl, I remember thinking if I could just do everything my brothers could, maybe I'd be seen the same way,” Bulchandani recalled. This early drive has remained a theme in her career, inspiring her commitment to redefining leadership by including her heritage and identity as an Indian woman.
Bulchandani described Ogilvy's extensive global reach, operating in over 50 markets with more than 90 offices worldwide. She clarified that while Ogilvy is often known for its advertising work, the agency's capabilities extend far beyond traditional commercials. “We handle everything from PR to social influencer marketing to consulting,” Bulchandani said, emphasizing how the landscape of digital content has shifted away from the conventional 30-second ad. Now, Ogilvy creates content for a wide array of platforms like TikTok, adapting to their unique requirements and audiences.
The discussion also delved into how consumer behaviors are transforming advertising. As people increasingly consume content on digital platforms, the emphasis is on creating differentiated, engaging experiences. Bulchandani explained, “Human motivations haven't changed, but how we engage with content has. Today, consumers have the control, and our challenge is to create content that captures attention amid overwhelming information.”
In an example of Ogilvy's innovative approach, Bulchandani showcased a viral campaign featuring Bollywood star Shah Rukh Khan, aimed at empowering small businesses in India by leveraging his celebrity influence to promote local brands. This campaign exemplified Ogilvy's commitment to making a positive impact in communities while adapting to the unique demands of global markets.
The chat wrapped up with a Q&A session, during which Bulchandani encouraged students to focus on excellence in their immediate tasks rather than getting consumed by long-term ambitions. “Liberate yourself from the pressure of figuring out exactly where you'll end up,” she advised. “Just do what's in front of you, and do it incredibly well.”
The event continued with an engaging panel discussion featuring esteemed faculty and corporate partners who explored topics central to the future of global business. D'Amore-McKim's Beyond Boundaries series continues to foster meaningful dialogues, equipping students with the insights and inspiration to excel in a globally connected world. For a full recap of the discussion and insights from our experts, be sure to watch the event recording and follow D'Amore-McKim for more updates on future events in the “Beyond Boundaries” series.