The agency landscape is constantly evolving, with new and emerging firms bringing fresh thinking, sharper specialisations and new approaches to the way brands communicate. From “What If?” to “What’s Next?” explores the ideas, ambitions and strategies shaping these agencies as they build their place in a changing industry.With close to two decades of experience in PR and communications, Nandita Ghoshal, Founder of 37Bold Partners, set out to build a firm that goes beyond media coverage to become a strategic partner to businesses. Her vision was to create an agile, founder-led firm that understands clients’ business priorities and develops communication solutions around their needs, rather than limiting its role to conventional PR services.For Ghoshal, this begins with understanding what a business actually needs. As communication expands across mainstream and regional media, digital platforms, thought leadership and influencer partnerships, she believes agencies must look beyond the services they offer and focus on the outcomes clients are trying to achieve. At 37Bold Partners, this means working with specialist partners across complementary capabilities to deliver integrated solutions without requiring clients to coordinate with multiple agencies.<img src='https://erp.adgully.me/artical_image\a4c2714fd8fb6f59da50c141d9f5bd2f.jpeg' class='content_image'>“My philosophy is simple: don't just sell what you have. Understand what the client needs and build the right solution around it,” she says.This approach also shapes the agency’s thinking on influencer marketing, where Ghoshal believes brands need to move beyond follower counts and one-off collaborations. With budgets under increasing scrutiny, she sees credibility, audience alignment and consistency as essential to building meaningful creator partnerships. Micro and niche creators, she notes, can be particularly valuable when they have established trust within specific communities.For Ghoshal, influencer marketing needs to be treated as a strategic investment, with brands defining their objectives and budgets before choosing the creators they work with. Sustained campaigns, rather than isolated collaborations, can help build familiarity, trust and brand recall over time.The same emphasis on relevance informs how 37Bold Partners approaches storytelling across sectors. Working with businesses across D2C, healthcare, fintech, education, real estate and consumer technology requires an understanding of the specific audiences and challenges within each category. However, Ghoshal believes the starting point remains consistent: identifying why a story matters to its intended audience.<img src='https://erp.adgully.me/artical_image\984b997698b253a4e308a20267ddbd65.jpeg' class='content_image'>In emerging sectors such as AI, cybersecurity, health tech and climate tech, this also means recognising new developments and identifying the narratives that can help businesses establish themselves. The story, she believes, must evolve with the business. While funding announcements may offer visibility to early-stage startups, more mature companies can build narratives around business fundamentals, market position, growth and long-term ambitions.“In an increasingly crowded media environment, relevance is the biggest currency,” Ghoshal says. “Our role is to find the intersection between a brand's objectives, media interest and audience expectations.”As 37Bold Partners looks ahead, Ghoshal’s focus is on sustainable growth without losing the agility and collaborative approach that define the firm. She plans to strengthen its network through partnerships with specialist PR and advertising agencies in cities where it does not have a physical presence, bringing together the right expertise to serve clients across markets.Building a more flexible talent model is another priority. Ghoshal wants to create opportunities for experienced professionals, particularly women and young mothers, who may prefer remote or flexible working arrangements. For her, access to meaningful work should not be restricted by geography or the need to work from a physical office.The agency is also exploring project-based, quarterly and half-yearly engagements to make strategic communication more accessible to early-stage startups that may not be able to commit to a monthly retainer. The idea is to develop a sustainable business model that can serve both emerging businesses and established brands.Ultimately, Ghoshal wants 37Bold Partners to be viewed as an extension of the businesses it works with, rather than simply another agency on their roster. For her, the next phase is not just about expanding the firm's reach, but about building meaningful partnerships, creating opportunities for talent and growing in a way that remains true to its founding philosophy.