Meet the CEOs: Be Strategic's Ashvin Anamalai

Ashvin Anamalai’s (pictured) position as Be Strategic’s chief strategist is a result of years of hard work and resilience in the marketing and communications industry that eventually bore fruit. A story “built on rejection”, as Anamalai explained to A+M, he had encountered his fair share of hurdles as a rookie in the industry. From being told that he was too naive and unskilled, to being thrown into the deep end in his first job, Anamalai’s initial encounter with the industry was “truly an awakening”. He had to adapt to the fast pace of the industry and learn how to problem-solve.

Fortunately for him, this was something he thrived on, as he “needed that extra pressure on [himself]”. Especially since Anamalai’s biggest takeaway from his first job was perseverance, where he learnt to drive hard and problem solve when the production and set-up starts, he found that the demands of working in the marketing and communications industry suited him well.

Ever since he was a college student, Anamalai has always been motivated by "doing something exciting" and he put that to practice by taking on marketing and sales jobs at Marcus Evans, Ellipsis Malaysia, FAL Food and Beverages, before finally settling in Be Strategic, his LinkedIn profile said. Under his leadership, Be Strategic won the Local Hero award for PR Agency of the Year at A+M’s Agency of the Year Awards 2021.

Read more from Anamalai below.

A+M: Who was the mentor who influenced you the most and how?

Anamalai: So many people have had an influence on my career, but just a handful have had a profound and consistent impact over time. To name one person would be grossly unfair. From my close family and friends, associates, superiors, and clients, I have had multiple people that helped me get to the next level at specific points along the way and helped shape my thinking, decision-making process, and leadership style.

A+M: What's the harshest criticism you've received and how did you cope with it?

Anamalai: I’m personally not averse to harsh criticism, it is the nature of this business. But I can point out that my journey is a story that was built on rejection.

Throughout my career, I’ve been told many times that I couldn’t do it; people have called me too naive, unskilled, or not really knowing enough about the business.

But I’m a very stubborn person by nature, so I was always motivated to prove them wrong. From the early stages of my career, I have always envisaged an endpoint to constantly strive towards it.

A+M: Describe your own management style now as a leader.

Anamalai: I choose to lead by example. Aligning and engaging with people is a critical part of my leadership style, and although much harder, the values I try to impart are more visible through running things on a day-to-day basis. As one famous Lewis Cass quote said: "People may doubt what you say. But they will believe what you do."

I’m also a firm believer in empowering people. It's important for me to always encourage the team to share their ideas and feedback. When employees feel empowered to make suggestions or share new ideas, the business, as a whole, benefits.

A+M: What's one thing you wished employees understood about being a leader?

Anamalai: Being a leader is challenging to say the least, and most times you have to make difficult choices. The buck stops with me, and that comes with a lot of pressure.

As a leader, you always put yourself last. The team always comes first, and there is always a bigger picture.

A+M: What do you do during your free time?

Anamalai: I’m a passionate Manchester United supporter and follow all the games, sometimes at the expense of losing sleep (and lately my sanity). I am also an FAM-licensed coach for a community football club that I co-founded called Shah Alam Rangers, and we play in the M5 league, the fifth tier of the Malaysian football pyramid.

On weekends and my rare days off, I enjoy building Lego. It’s very therapeutic and helps me calm down, develop patience and I get to build things! I’m also a motorcycle enthusiast and I take weekend rides. It is one of those moments where I get to zone out and forget everything, and just focus on the journey ahead. It is my kind of meditation.

A+M: Where do you find your inspiration?

Anamalai: I’m an avid reader of autobiographies – from Sir Alex Ferguson’s ruthless management style, Arnold Schwarzenegger’s journey to becoming governor of California from rural Austria, to Tony Fernandes’ never-say-never attitude. There is a lot one can learn from real-life success stories.

Growing up, I was exposed to my father’s relentless work ethic, which left a profound sense of what it means to be a leader, and closely observed my mother’s unique way of connecting with people. Today, I’m inspired by my family. My wife, who juggles the household, her career, and being a great mother really shows what it means to multitask; and most notably, my daughter who inspires me to look to the future, and think about the legacy I will leave behind.

A+M: If not in advertising, where would you be?

Anamalai: I’m very sure I’d make a great salesperson. But such is my nature, I’ll always be wondering what else could I possibly do, so who knows.

A+M: What advice do you have for someone looking to start a career in the industry?

Anamalai: I’ll give three that’s worked well for me:
1. There is no substitute for true grit and hard work.
2. No question is a stupid question unless you ask it twice.
3. Don’t give up so quickly; a problem today, is no longer a problem once solved.

A+M: What issue would you like to see the industry change in 2022?

Anamalai: For companies in Malaysia to make a conscious effort to work with and trust local agencies. Despite the general size disparity, many Malaysian agencies have undisputed talent that presents strong growth opportunities.
Local agencies specialise down to the micro-level, giving a unique approach to help reach customers of all segments. Supporting these agencies provide a means to develop talent and increase the capacity of our workforce. This is a crucial pillar of change I hope to see. By supporting and engaging with local agencies, brands will gain benefits that go beyond business goals.

Wong Yee Ching contributed to this story.

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