From Agencyfaqs!
Santosh Desai and Prasoon Joshi were considered to be the two pillars of McCann-Erickson, India. Together, they led it to its current status as one of the finest creative agencies in the country. With the sudden exit of Desai, president and CEO of McCann-Erickson, India, one pillar is gone.
McCann, India, now rests on Joshi’s shoulders and he is set to take over as executive chairman. Prior to this, he was regional creative director, South and South East Asia.
Sorab Mistry, regional director, McCann Worldgroup, for South and South East Asia, comments: “Joshi has made considerable impact on Indian advertising and has played a crucial role in the growth of McCann-Erickson in India. He has also been instrumental in turning the fortunes of many brands such as Coca-Cola, Nescafe, Happydent, MasterCard, NDTV and Dabur.”
Prasoon Joshi
Santosh Desai
Joshi has also represented India at international award forums such as the New York Festivals, the London International Awards, the Clios, D&AD and Cannes.
Desai is slated to join the Kishore Biyani owned Future Group, where he is expected to head a new division named Future Brands. He will work to roll out new brands for the group.
Prasoon Joshi is Executive Chairman, McCann India
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TruthHurts
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TruthHurts
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gianthairyfrog
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From Santosh Desai's interview on agencyfaqs.com. I had many questions cropping up in my mind.
"Advertising can get frustrating at times. And I say this because advertising is a very narrow and one track mind industry,” comes his straight answer. “After doing the same thing for over 20 years, I have realised that in advertising, we’re constantly toeing someone else’s line. I don’t understand how fully grown up individuals can do such insignificant things.”
He supports his point saying that the Indian ad industry is equal in size to the quarterly profits of some large corporations. “While other industries are reshaping themselves and moving on to the next level, we in advertising still wait for the client’s call,” says Desai.
Q: Can stuff be done without the client's call? Ultimately, they are the ones who pay! And from my experience, proactive stuff rarely takes life.
Further, admen are often discouraged by the meagre margins given to ad agencies. Desai offers a hypothetical example: If an ad agency builds a client’s brand from scratch and makes it a brand worth Rs 200 crore in five years, all that the agency gets is Rs 2-3 crore as commission - a meagre 2-3 per cent of the total worth. “And to top it all, the client sacks the agency in another few years,” Desai complains.
Q: I agree. And it brings me to a question I've always pondered. Can agencies do anything about it? What if all agencies under WPP, Publicis and the likes collectively decide to increase commission percentages? If all take a tough stand, salaries could be increased and talent would be attracted to advertising. If all take a tough stand, clients are left with two options: a) increase commission percentage slightly or b) use mid-level agencies which don’t have the same output as major ones.
I’d guess clients would take route A. Because most companies are also making larger profits than they did a few years ago.
Maybe we could take a lesson from cable operators who fix common rates. As they like it. What say?
To sum up his theory, “Advertising is a toy industry that desperately needs to get more ambitious in order to be valued.”
Here's the link for the full interview. http://www.agencyfaqs.com/news/stories/ ... 16666.html
Tell me what you think.
Cheers.
"Advertising can get frustrating at times. And I say this because advertising is a very narrow and one track mind industry,” comes his straight answer. “After doing the same thing for over 20 years, I have realised that in advertising, we’re constantly toeing someone else’s line. I don’t understand how fully grown up individuals can do such insignificant things.”
He supports his point saying that the Indian ad industry is equal in size to the quarterly profits of some large corporations. “While other industries are reshaping themselves and moving on to the next level, we in advertising still wait for the client’s call,” says Desai.
Q: Can stuff be done without the client's call? Ultimately, they are the ones who pay! And from my experience, proactive stuff rarely takes life.
Further, admen are often discouraged by the meagre margins given to ad agencies. Desai offers a hypothetical example: If an ad agency builds a client’s brand from scratch and makes it a brand worth Rs 200 crore in five years, all that the agency gets is Rs 2-3 crore as commission - a meagre 2-3 per cent of the total worth. “And to top it all, the client sacks the agency in another few years,” Desai complains.
Q: I agree. And it brings me to a question I've always pondered. Can agencies do anything about it? What if all agencies under WPP, Publicis and the likes collectively decide to increase commission percentages? If all take a tough stand, salaries could be increased and talent would be attracted to advertising. If all take a tough stand, clients are left with two options: a) increase commission percentage slightly or b) use mid-level agencies which don’t have the same output as major ones.
I’d guess clients would take route A. Because most companies are also making larger profits than they did a few years ago.
Maybe we could take a lesson from cable operators who fix common rates. As they like it. What say?
To sum up his theory, “Advertising is a toy industry that desperately needs to get more ambitious in order to be valued.”
Here's the link for the full interview. http://www.agencyfaqs.com/news/stories/ ... 16666.html
Tell me what you think.
Cheers.
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gianthairyfrog
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