The ad industry is intensely competitive and dominated by men, but Kaushalya Rajapaksha built a successful business entirely on referrals by focusing on quality and timely delivery, a generous dose of self-belief and grit.
Kaushalya Rajapaksha, Founder and Chief Executive at Pencil Works, a full-service ad agency that specialises in brand strategy, creative content, public relations, visual branding, digital marketing, AV production and event management, shares her passion for business, what drives her, and her secret for building a successful company in a competitive male-dominated industry.
As Founder/CEO of Pencil Works, and as a woman, what has the experience been like, to build your own company and nurture it to where it is today?
Leaving my corporate background for my current entrepreneurial role was a make or break moment for me. I wanted to guarantee that I got the basics right, so a lot of hard work went in to laying the initial foundation. From the get-go, we focused on quality and efficient delivery of our services, and the rest just fell into place.
I nurture my team and company like a mother nurtures her baby: instilling good values, steering it in the right direction while giving it space to grow. One of the key things I focused on is hiring talented people who now form the lifeblood of Pencil Works. Getting the company to where it is today was possible because of my team.
Tell us about Pencil Works: why did you start the company, what differentiates you from the rest, and how has the journey been so far?
We are a boutique creative agency designing innovative brand experiences for our clients. In addition to this, our corporate event management arm creates immersive experiences that leave lasting impressions. Having worked with many agencies in my corporate life, I saw a gap for a quality driven agency that delivered individualized brand experiences, rather than the canned campaigns we see every day.
Pencil Works stands by the ethos of communicating your message right! This is not easy amidst all the noise and ever growing personal, social and business clutter. It takes a lot of behind the scenes work to understand how your audience perceives your brand, and to upgrade it to where you want it to be positioned.
May it be online or offline advertising services, or organizing a corporate event, we believe in 100% commitment and dedication around the clock without losing sight of what’s important: quality delivery and real time results. Today, our clients trust us for quality delivery of consolidated services along their brand journey. That is the best reward I can ask for.
What is the secret to your success; what drives you?
This uncompromising attitude towards quality delivery has brought us much success. Also, doing the right thing at the right time has helped us scale our business. Be it taking a leap of faith or taking a few prudent steps back at the required time, we’ve been able to grow steadily in the process.
I am passionate about brands and nurturing them to achieve their fullest potential. I know in my very core that any brand can be uplifted with sheer determination. There’s also the adrenaline rush from organizing an event that excites and drives me. Both combined motivates me to do my best every day.
What was the most challenging experience you’ve had with your business, and how did you overcome it?
I think the most challenging experience was to find that first client who’d trust me with their brand. Being a woman in a male dominated industry, with no personal roots to advertising or event management, there were many prejudices to overcome.
It took a lot of perseverance and self-belief, and I am proud to say that ever since I found the first client, which was 10 years ago, we have only grown the business through client referrals and recommendations
How are you improving gender diversity and creating equal opportunities for women in the workplace?
I hire on competence and attitude. I do not wish to discriminate on gender for anything. We must reward the right candidate irrespective of gender.
If they can help build a brand, then that’s who I want on my team. I try my utmost to maintain a culture of inclusivity at Pencil Works where fair and transparent corporate practices are upheld. I also make it a point to personally mentor my female colleagues so that their journey is guided by my learnings.