If you had to single out one thing that made Creativeland Asia stand out in 2017, it was the agency spreading its wings, far and wide. Keeping in line with its objective of going “beyond traditional communication to newer forms of creative content” the agency ventured into setting up a content division, apart from having a city infrastructure design company or a venture fund to support entrepreneurs in creating brands and so on. In a difficult year for the advertising business, CLA executives call it a period when they decided to invest for the future. That led to investing in people, it hired a group CEO (who has now moved on), a CEO for its divisions like Ventureland, apart from key executives to occupy positions across content, creative and design. On the content front, ‘The Legend of Jagannath’, a docu-drama it created for the National Geographic Channel, also debuted in Netflix. However, while getting into several divisions, there is always the looming danger of spreading oneself too thin. Hence, Creativeland Asia will also need to perfect the balancing act of not diluting its core.