In today’s agency ecosystem, creativity rarely exists in isolation. It has increasingly begun to intersect with platforms, technology, and data, pushing agencies to evolve beyond the traditional campaign-first model. Modern creative organisations are no longer just storytellers; they are platforms where creativity, strategy, and martech come together to shape more contextual brand experiences.
This evolving agency mindset has been at the centre of The Creative Cut, Marketing Mind’s short-form interview series that captures candid, quick-fire conversations with agency leaders on the ideas, cultures, and philosophies driving modern creative work.
In the latest episode, the spotlight turns to Wondrlab, a creative-martech network that has positioned itself differently from traditional agency models.
Hemant Shringy, Chief Creative officer & Managing partner, Wondrlab Network, joins the conversation to talk about how the agency approaches creativity in a world overflowing with content.
Watch the full episode here:
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Creativity Often Comes From Unexpected Categories
Reflecting on the industries that excite him the most creatively, Shringy shares that the answer hasn’t always been the obvious ones.
“There was a time when I used to think it would be amazing to work on brands like Nike or Coca-Cola,” he says. “But some of my most exciting work has actually come from categories like detergent or sanitary napkins.”
The takeaway, according to him, is simple: creativity thrives not in the glamour of the category but in the opportunity to tell meaningful stories.
The Real Challenge For Brands Today
With audiences being exposed to an endless stream of content every day, Shringy believes the real challenge for brands is not simply producing more content.
“There’s so much content being thrown at us today,” he explained. “The real task is figuring out how to make every piece of content contextual and relevant.”
In a crowded digital environment, context has increasingly become the difference between content that gets ignored and content that actually connects.
The Most “Wondrlab” Pitch Line
When asked what line best captures the agency’s identity during pitches, Shringy points to a statement that sums up Wondrlab’s positioning.
“The fact that we are a platform-first martech company,” he said.
The description reflects how the agency has built itself — not just as a creative outfit, but as an ecosystem where creativity, platforms, and martech operate together.
A Misconception About Wondrlab
Despite its scale, Shringy noted that many people initially assume Wondrlab is a much smaller agency.
“People sometimes think we’re a small agency,” he said. “But when they see the number of people here — and realise we have offices in Delhi and Poland — they understand that we’re actually a full-blown network.”
Culture At Wondrlab
Asked to describe Wondrlab’s culture in a single word, Shringy answered without hesitation.
“Wonderful.”
The simplicity of the response reflects a culture the agency has built around optimism, collaboration, and creative energy.
When Clients Want Transformation Overnight
In the fast-paced agency ecosystem, tight deadlines are almost a norm.
So when clients ask for transformation “by tomorrow,” Shringy’s instinctive response is straightforward. “Sure.” And when asked if that means the team would actually deliver it the next day, he rep
