The creative and advertising businesses frequently evoke the vibrant, frenetic, and sometimes perplexing atmosphere of a fun fair. The stakes are bigger than ever for businesses as they compete for customers’ attention. Having creativity is now essential for success rather than merely being a nice-to-have. The agency is fighting to stay ahead in rapidly changing customer tastes and burgeoning digital platforms. They frequently resemble jugglers who must maintain many balls in the air while riding a unicycle.
Beneath the glitzy exterior, though, is a serious problem: how can businesses set themselves apart in a world where uniqueness is both highly regarded and in short supply? Instead of taking the risk to innovate, many industry participants are forced to rely on stale clichés, churning ideas more quickly than a fast-food restaurant can cook a burger. Three seasoned professionals, Surbhi Allagh, Apoorva Deep, and Naman Agarwal, who have worked with significant brands and held senior roles in various agencies, began to doubt their career choices and the agency model. They tried to bring about change after observing the monotony in creative companies.
Driven by the aspiration to create, they scrutinised their past encounters and pinpointed deficiencies inside the sector. After giving it some thought, they founded their own itch business to question established methods and redefine their responsibilities to create a new agency that is in line with their mission. With a bootstrapped business strategy, the company prefers to put more of an emphasis on creating profit margins and doing quality work than on rapid expansion. “We are here because we have a niche. This niche informs every concept, decision, and piece of material regarding our culture and the businesses we partner with. “Do different things or do things differently” is our motto. Every day, we put ourselves to the test by asking, “Can we do it differently?” stated Agarwal.
Allagh states that she has over 11 years of experience in digital marketing, during which time she has worked with companies like Starbucks and Nykaa and led sizable teams. With seven years of experience as an advertising strategist, Deep purportedly focuses on customer insights and has worked with well-known businesses like Haier and Myntra. Agarwal claims to have over eight years of experience in the industry and to have led pitches for more than 80 brands, including Netflix and P&G.
The firm focuses on coming up with innovative concepts that don’t require large expenditures and works with a variety of customers in many sectors, including a recent collaboration with Anytime Fitness.
There are now roughly 15 people on the team, and more will be hired selectively depending on necessity. The organisation places a high value on sustaining a supportive work environment and a healthy work-life balance. It’s about businesses offering genuine solutions, not simply about skill. I saw I could do more to match creativity with workable solutions after taking a step back to understand the bigger picture of company demands, Deep added.
Itch launched during a period of intense rivalry in the advertising sector. The market is dominated by well-resourced, long-standing companies, making it challenging for newcomers to succeed. Itch needs to balance its dedication to innovation with managing customer expectations and the changing digital world.
Delivering excellent work is the main objective of whatever we do. We don’t want to be forced into fixed positions or titles, therefore we prefer to keep things simple and adaptable,” Allagh stated.
Itch’s founders are aware of the difficulties that lie ahead as they work to carve out a place for themselves. businesses are aware that to be successful, businesses must not only create campaigns that stand out but also establish enduring connections with customers and swiftly adjust to shifting consumer preferences.
