MxMIndia

Tag: Bobby Pawar

  • MxMIndia Editor-at-Large Anil Thakraney analyses the issues thrown up by the JWT-Ford scam ad controversy, and puts things in perspective

    #Scamadgate | Anil Thakraney: Let’s face the facts

    By Anil Thakraney

     

    For many creative people, it’s not been a long weekend to celebrate. I noticed there was high action on social media, as folks got busy venting over Bobby Pawar’s unfortunate sacking. While on one level I am delighted to witness this ‘standing up for a colleague’ campaign, must say that in all the furious excitement, people seem to have overlooked some key considerations. Also, I could not help but notice a similarity between the outcry and another campaign that’s underway simultaneously: And that’s ‘Pardon for Sanjay Dutt’. In one case, Bollywood has launched a massive PR drive to save their ‘hero’. And in the other one, ad land is seeking justice for their own fallen star. Both campaigns have one thing in common: Lost in emotion, we aren’t able to view the situations objectively.

     

    So allow me to deal with the main arguments put out by the creative people:

    It’s not a scam, the posters were approved by the client: This is technically correct. If a Ford executive endorsed the ads, they become official work. And the news is that Ford has sacked the concerned employee. This seems fair. However, that still doesn’t change the fact that these ads were created purely for winning awards, that they were never intended for media usage, and therefore they still fall in the ‘scams’ category. In my previous post, I have already discussed the issue of scam ads, and on what needs to be done thereof. Scam ads are rampant in the ad world, several guys and gals do it. But the JWT gang got caught with their hands in a very messy scam, and therefore there had to be retribution.

     

    Bobby Pawar is the convenient ‘fall guy’: Ermm, not really. When work produced by an ad agency brings global disrepute to a client (as has happened in this case), the buck must stop at the desk of the creative chief. The captain has to take full responsibility of his ship, that’s the right way to go about professional life. Sacking only the crazed, award-hungry youngsters is a cop-out, that would send the wrong signals. Also, now that it’s clear that Ford had indeed endorsed this work, it’s no longer a case of some stupid kids jerking off in the back office. JWT’s responsibility becomes total and absolute. And the leader of the pack becomes directly accountable.

     

    But shouldn’t Colvyn Harris have been punished too?: Supporters of this line of argument believe thus: Why must only creative people suffer when advertising is supposed to be team work. And that surely there were servicing people involved in this campaign. Also, as the big JWT India boss, Harris should have been the one to pay. Indeed there is merit in this argument, and am hoping that the client services director who approved this work has been sacked too. However, I am against the idea of penalizing the agency CEO. For the simple reason that Harris would (assumedly) leave the charge of all creative work to his NCD, that’s the professional thing to do. That’s why you hire a national creative director at a very high cost, so that he/she controls the agency’s output. Therefore, logically, that’s where the buck must stop. Let me give you a parallel: If a newspaper runs a false, misleading, illegal story, it’s the editor who will get axed, and not the publisher. Even though bringing out a newspaper is teamwork.

     

    The agency should have stood up for its creative people: I entirely agree with this point of view. If you are expecting your creatives to raise the bar, be prepared to back their edgy work. If you are reluctant to do so, stick to hiring only the safe players. So far, so good. However, in Ford Figo’s case, the creatives didn’t raise the bar, they lowered it to a new low (refer to the para below). And this resulted in a very angry large multinational client, a client that the agency had to assuage, or risk losing forever. Some senior blood had to spill, and Sir Martin Sorrell himself would have been left not very amused if it hadn’t. So before you trash Colvyn Harris (and I carry no candle for him), you must also view this issue from his angle; perhaps the CEO had no choice. I am quite certain if this work had happened for a local, small-time mosquito coils maker, Bobby Pawar would still be inside his cabin. These are harsh realities of the global world, and we have to accept them.

     

    These ads are tongue-in-cheek, we’ve lost the ability to laugh: I must tell you I am always first in queue to back work that challenges the acceptable boundaries. All along in my career, both in media and advertising, I have landed in trouble for believing and indulging in this principle. I am also always ready for a good laugh; safe and boring work pisses me off, my ad reviews will tell you that. But to create a campaign where women are projected as ‘mobile commodity’ is being totally insensitive to the gruesome rapes that keep happening every other day in India, often inside moving vehicles, AND THAT IS NOT FUNNY. If you find these ads hilarious, you need to get your head examined and your values sorted. This nation is deeply misogynistic, and women have been paying a heavy price on account of this sick mindset for a very long time. So please get this right: If you can’t be a part of the solution, for god’s sake don’t be a part of the problem.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are personal. Follow him at @anilthakraney.

     

  • There was a spontaneous outpouring of sympathy for #Scamadgate victim Bobby Pawar on Facebook and Twitter

    #Scamadgate: Social media bats for Bobby Pawar

    By A Correspondent

     

    Bobby Pawar may have suffered much humiliation with #Scamadgate, but there was a tone of bravado as he updated his Facebook status with this: “As long as I have them and my family I have everything.” The message accompanied a photograph of members of his family.

     

    Elsewhere, the Twitterati was getting restless. @abanith17h wrote: if Berlusconi can make a come back so can you! God Speed dude!

     

    But there was another sentiment that was growing. @mintmayhem wrote: What’s more tasteless than d #Ford Ads is JWT not owning up to their creative team aft consciously entering ads for Abby’s.

     

    @TinuCherian echoed a similar sentiment: Shaming and Firing your employee publicly is the last thing a company should be doing.

     

    Meanwhile, there were many outpourings of support  in response to his Facebook post. Since these are not in the public domain, we have withheld the name of the person quoted with just the initials. Note there are several more messages, all of which praising Bobby and his work. We’ve picked only a few of these….

     

    MJ: totally agree, the family is the reservoir of strength.

     

    SPB: Well sir, you also have a wit that quite a few with their narrow thinking lack! The sun will shine again tomorrow, I’m sure!

     

    SS1: N the fraternity family! I still do not understand how u responsible – moraly or otherwise..u r not expected to see all pieces of work especially those which will never get published or is a client brief..

     

    RS: At the end of the day, that’s all that matters, Bobby. And you know the whole industry knows what this is all about. A $2Billion ad budget is a tough thing to be weighed against. Yet you walk away with an unscathed rep…Godspeed!

     

    SR: its 2 billion dollar that mattered more than its own people! we have seen the true color of jwt now.

     

    AG: very true bobby..family is indeed the source of everything

     

    SS2: All I know is Sachin is Sachin,Yuvi is back at his best, Tiger Woods is again no 1 and waiting for Bobby to deliver big time

     

    SK: U rock bobby. Been there done enough seen enough lead enough. Enough said. Though you would want always to do more.

     

    SS3: That’s right brother! You are the best person I have had the good fortune to meet iin a long, long time. I cannot tell you how outraged I feel and how close I feel to Sampy, Iti, Ari and you at this moment. You cannot keep a good person down. Certainly not someone as good as you!!!

     

    VM: We all believe in you Bobby. Nothing to worry. A good person and good intentions are important. And you are/have both..

     

    SG: i dont care what they say… i have immense respect for you..

     

    MHS: Jobs come and jobs go and public memory is short. But a true leader sticks by his guns and protects others. That’s what you did and You should be proud of taking the moral responsibility. The industry respects you. It’s sad that the agency didn’t have the balls. Good luck Bobby. Big hug! Xxx

     

    JT: Hey Bobby, When you have your family you don’t need nothing. Move on to bigger happiness that awaits.

     

    NS: I had thought that some juniors will be made scapegoats and thrown under the bus. Don’t know the back story for this decision,but as M said earlier, you should be proud of sticking to your guns and taking responsibility. Best of luck.

     

    There are posts elsewhere too echoing a similar sentiment. There is also outrage against WPP, JWT India boss Colvyn Harris and against Ford. Sample this:

    PKS: Sorry, Sir Martin Sorrel, you failed your agency.

     

    AD: CYA policy… cover your ass… and the buck had to stop at someone

     

    AL: Every controversy needs a fall guy…really sad that it had to be Bobby Pawar

     

    MM (edited): While the JWT India scam ad for Ford was dumb, sacking Bobby Pawar for it is dumber. Now I hear he might be hired back as a “consultant”. Smacks of testicular deficiency all around I think. Stand up for your creatives, @Colvyn Harris. Don’t sell them out at the first sign of trouble. Now who with a brain and a backbone will work for you?

     

    KR: Without Ford agreeing to this JWT India scam ad, this would have never ever seen light of the day. All I feel is that, Ford India folk’s heads should have been rolled, not JWT India guys..!!!

     

    IS: Unimaginative. I’d have the creative team, creative bosses and Ford work on and fund a significant campaign against violence against women.

     

    SP: … the days of circa 1990 trikaya , of people with balls is a a tad rare!

     

    RP: Typical of bosses….running away…they dont have the guts to protect their own people…

     

    What Ford and JWT wouldn’t have bargained for was the international media attention that the controversy has generated.

     

    Sample these:

     

    Huffington Post:

    http://www.huffingtonpost.com/2013/03/27/ford-ad-jwt-india_n_2962649.html

     

    BBC:

    http://www.bbc.co.uk/news/business-21949622

     

    Financial Times (blog):

    http://blogs.ft.com/beyond-brics/2013/03/27/india-jwt-staff-leave-after-bondage-ad/New York Times (blog)

     

    USA Today:

    http://www.usatoday.com/story/money/cars/2013/03/27/ford-jim-farley-bondage-berlusconi/2024141/

     

    Wall Street Journal (requires subscription):

    http://blogs.wsj.com/cfo/2013/03/26/fords-crash-course-in-reputation-risk/

     

    Anindya Banerjee still trying to figure out the ‘sexist’ portion in the ads. Looks like a mystery that’s not going to be answered.

     

  • JWT must consider itself fortunate if Ford decides to continue with the partnership, writes Anil Thakraney

    #Scamadgate: Anil Thakraney: Pawar had to go

    By Anil Thakraney

     

    Bobby Pawar must be sorely regretting he’s not a politician. Had he been one, JWT’s creative chief could have said the Ford scam ads are a conspiracy to malign his image, haha. Well, this isn’t Indian rajneeti, and therefore he got the boot. Must say Pawar’s conduct saddens me. As the big leader of the agency, he ought to have immediately taken direct responsibility for the offending ads, and resigned. Even if this crappy work was done by some young, desperate creatives, even if he wasn’t aware of the existence of these ads. Had he done so, Pawar might have walked away into the sunset with some degree of dignity still intact.

     

    Instead, the senior agency leaders’ first reaction was to wash their hands off the mess. Such leaders have to be sacked, no two ways on that. Especially so in the ad world, because scammy, unauthorized ads such as these directly affect the client’s image. It’s only within the global ad frat that the names of WPP and JWT crop up. To the rest of the world, Ford is the offender. Naturally therefore, some blood needed to spill.

     

    Speaking on a larger note, it’s shameful that after all these years of heated discussions on the subject, agency creatives continue to indulge in scam ads to win awards. Hopefully, Pawar’s sacking will result in some change. For one, national creative directors need to start worrying about the kind of culture and values they inculcate within their organizations. If the entire focus is on easy awards, scams will continue to happen, they are inevitable. If youngsters are evaluated mainly on the quantum of awards won, they will be tempted to cheat.

     

    Secondly, it’s high time systems and processes are initiated whereby juniors cannot upload any work that hasn’t been okayed by very senior creative directors. There was a time when young creatives would beg and plead with their media department to get a scam ad released in a lowly newspaper. Now, they just have to tweet it, and it’s out there for the world to see. All the more reason urgent attention needs to be paid to the operating processes, particularly so in large and medium sized ad agencies. One measure I can suggest right away is this: Every single employee needs to sign a declaration that he/she shall not publish anything official on the net without sanction from the national creative director. If they break this rule, they shall get instantly sacked, regardless of the material uploaded.

     

    Lastly, JWT must consider itself fortunate if Ford decides to continue with the partnership. Very fortunate, to be precise.

     

  • JWT India crucified its CCO even as it emerged that Ford endorsed entry of Berlusconi ad at the Abby!

    #Scamadgate: After Bobby Pawar, will Ford marketing head also go? [Updated, Mar 28]

    By Pradyuman Maheshwari

     

    Call it Holi Horror. The first casualty in the JWT-Ford mock-up of advertising is Bobby Pawar, Chief Creative Officer and Managing Partner of JWT’s office in India. Also sacked is Vijay Simha, VP and Senior Creative Director of Blue Hive or WPP-Global Team Ford that works as part of JWT India.

     

    But that’s a smaller thing, when you hear the really horrible piece of news: thatthe ads in question were also entered for the Creative Abby. In fact the information we have received is that they were also shortlisted for a metal. Could well have been winning a Grand Prix. (Update on March 28: We now learn that while the three ‘posters’ were indeed entered for the Creative Abby in the outdoor category, they were not shortlisted. The three were part of the 13 Ford entries that were entered by JWT. All 13 were subsequently withdrawn from the Creative Abby)

     

    The award was withdrawn after the controversy erupted and the India office of JWT put out a communiqué on Tuesday evening that a probe was conducted and those accountable were dispensed with.

     

    The industry grapevine had it that the sack was delivered to Pawar, who was brought into JWT was desperate for a creative leader. However, the JWT spokesperson refuse to divulge to MxMIndia the number of people who’ve exited or their names. Sad that the best brains in marketing communications screw it up when it comes to sending a simple message: Yes, we effed it up, but all is well.

     

    There was shock in the international community when this writer tweeted about it around a little before sunrise on Wednesday. One senior professional wrote back to us with this: “I didn’t realize they’d entered the ads for awards, which is a very serious infraction.

     

    Infraction it is, but the question that everyone is asking is that how could the ad be entered at the Creative Abby without the express approval from the marketing team at Ford? “The investigation over what happened is ongoing,” Ford spokesperson Chris Preuss told Advertising Age. “Obviously, appropriate actions will be taken up to and including the dismissal of individuals who were found to be culpable,” Ad Age quotes Mr Preuss (link: http://adage.com/article/global-news/jwt-india- sacks-staffers-responsible-offensive-ford-ad/240555/).

     

    So, will we see heads roll at Ford India? We think they should if indeed someone out there issued approvals. MxMIndia believes it’s wrong to only nail Messrs Pawar and Simha, though they may well be responsible for what happened. It’s time for the marketing head at Ford to step down. Corroborating the sentiment that’s being discussed much in adland, a senior member of the A&M fraternity told us: “Why penalize only the agency… didn’t the client sign the Abby form?”

     

    For the record, at Ford India, Vinay Piparsania is Executive Director of Marketing, Sales and Service and Sriram Padmanabhan is Vice President, Marketing. When asked for a response on how Ford had endorsed the Abby application and a few other questions, Deeptie Sethi, Head of Communications at Ford India, wrote to us: “We have a process to investigate internal matters, and as such, we are conducting an investigation to determine how this happened. Once the investigation is complete we will take the appropriate action, if needed.”

    There are decidedly more questions than answers. There’s got to be a way to put a check on scam ads. The emphasis that marketers and agencies put on winning awards has to come down.

     

    Read a detailed analysis tomorrow

     

  • JWT India has launched a new campaign with cricketer Virat Kohli as brand ambassador for Nestle Munch 4X4

    JWT makes Virat don boring avatar to sell Nestle Munch

    By A Correspondent

     

    JWT India has launched a new campaign with cricketer Virat Kohli as brand ambassador for Nestle Munch 4X4.

     

    “The foundation of the campaign is the idea that the crunch of Nestle Munch 4×4 is so exciting that it makes everything else exciting as well. After some vigorous head-banging we hit upon the idea of having Virat Kohli playing a very unexciting look-alike of his, named Balakrishnan Vaali. In the commercial, Vaali eventually turns out to become the unlikely hero in the end, all thanks to the crunch of the Nestle Munch 4X4,” said Bobby Pawar, Chief Creative Officer JWT on the new campaign.

     

    The launch of the new Munch campaign in leading dailies coincided with the day Virat Kohli scored a century in the first cricket test match of the India- Australia series. The roll-out was very well supported by innovative activity on digital media.

     

    Nitin Pradhan, Executive Creative Director, JWT commented, “Our main challenge was to use the celebrity in a way that was never done before yet had mass appeal. We were clear that it’ll be fun to bring out Nestle Munch 4×4’s proposition of the crunchiest excitement ever in a way that’s unique and innovative. The idea of a celebrity playing his own look-alike was fresh for anyone to discover. And Virat did full justice to the part. Without speaking a word in the story, he did everything to make Balakrishnan Vaali look convincingly real, innocent and an enjoyable character.”

     

     

  • As we celebrate our 66th Independence Day, we ask a cross-section of mediapersons on whether they enjoy freedom at the workplace

    Are we really ‘free’ at work in Indian media?

     

    By Tuhina Anand and Meghna Sharma

     

    As India gets ready to celebrate her 66th Independence Day, one wonders how much freedom one really has to express oneself – specifically those who are in the creative business. While one has to be responsible when communicating with the masses – be it journalists, or planners for content that is shown on the various channels or the creative agencies that work on various communication strategies for different brands – but there are deterrents to this key element of freedom that the fraternity craves for to express freely.

     

    Keeping these factors in mind, MxMIndia spoke to cross-section of people from the industry to get an understanding on their Freedom Fundas.

     

    Bobby Pawar

    Bobby Pawar, Chief Creative Officer and Managing Partner at JWT India is clear that there is no unfettered creativity that exists and that is probably best for a creative agency. He explained: “Our job is to come up with brilliant communication solutions for our clients, hence there is a purpose to achieve. So what we follow is creativity within a box where it is harnessed to achieve maximum result. We partner with various people to come up with this solution and hence we have to listen to various opinions. I do not profess complete freedom for the creative industry.”

     

    However, Mr Pawar would like to have more control over the shape that an idea finally takes and how it gets executed. Also he definitely would like to have more control over the research that is handed to them and definitely over the way an allocated budget on a brand is being invested.

     

    Research seems to be the bane of the creative frat. Rahul Sengupta, NCD at TBWA India too would want freedom from research. He feels that if one wants to do anything that’s trendsetting, often research acts as an impediment to take it forward. As for clients’ demands, Mr Sengupta said: “The client is the one sponsoring the idea, so definitely one would not want freedom from them! I have met clients who are hazards to creativity as well as those who are best guardians of an idea.”

     

    He added pragmatically: “Of course, there are frustrations and there is lack of freedom but if I would rather have freedom from research than clients as latter can be worked amicably to enhance the client-agency relationship.”

     

    We also spoke to people at mid level like Auro Chattopadhyay, who quit Ogilvy recently, who also wanted freedom from research. He said: “Often research might not help in the brand story, but insistence to stick to it hinders creativity.”

     

    A creative hand at JWT pointed that conflict happen when there is no match with one’s creativity and that of one’s higher up. Fortunately, this has never happened with him. He feels that the creative industry gives him much freedom to use his ideas as opposed to many other professions.

     

    However, another stated that hierarchy means towing the line of ideas that the higher in authority believe in. Freedom of creativity in such cases often refers to agreeing to somebody else’s vision.

     

    The case, however, is different in the new medium such as digital where there is largely freedom to execute an idea. Carlton D’Silva, CCO, Hungama Digital, said: “Right now, digital is like the last three slide of a presentation- very much an afterthought. Hence, spend on the medium is miniscule. There is a fair amount of freedom to explore creativity. However, one would like freedom from data as often clients demand for it but in digital especially, when suggesting some new technology and a unique idea to take shape, there is no data available.”

     

    Prosenjit Datta
    Courtesy BusinessWorld

    We also spoke to people from the print and broadcast industry to give us an understanding of freedom they enjoy at work. Cyrus Oshidar, Creative Director at Bawa Broadcasting is credited with creating some unique content at MTV and even pushing the boundaries. His view: “If one only wants creative freedom then one should be an artist. If you are producing or making a show for which a client is paying, then there will definitely be some constraints. Ratings do matter in our business and sometimes might even alter one’s choice rather than giving the freedom to do something which one really wants to. Also, one needs to be politically correct in this country. Even the government which is supposed to protect people’s freedom sometimes backtracks from its duties. One needs to be careful about how they approach an issue without offending or hurting feeling of any section of the society. Honestly speaking, we have too many restrictions which are created by us. There is no true democracy in this country.” Mr Oshidar clearly pointed that freedom in creative business is a myth.

     

    Sucheta Dalal

    Prosenjit Datta, Editor, Businessworld, giving his take on the print industry, said: “Every magazine or a newspaper has a certain set of audience and purpose. For instance, a business magazine like ours won’t focus so much on political stories as political or general magazine would do. So, what stories they choose and how they analyse will be different from genre to genre. Hence, it would be unfair to say that there isn’t creative freedom or if media is ‘restricted’. We don’t have any management policy which will hamper or obstruct our editorial approach. A lot depends on the editors too as they enjoy full freedom to how to go about an issue.”

     

    Pointing out the restriction that comes with the economics of business, Sucheta Dalal, senior journalist, commentator and consulting editor, Moneylife said: “With so many newspapers, magazines and news channels making losses, it is hard to say or believe that they are not dictated by marketers. Today, we can even see head of various companies writing with their bylines which wasn’t the case earlier. I don’t know how things are right now as I’m not working with any newspaper at the moment, but when I was with Times and Express, the pressure from the advertisers was quite evident.”

     

    Sunil Lulla

    And how is it in television? Said Sunil Lulla, CEO and MD, Times Global Broadcasting: “Over the past decade or so, the television industry has evolved. There is greater sense of self-regulation and discipline as well as maturity on entertainment and news channels. Though there are guides and policies set by regulatory bodies like IBF, industry enjoys the freedom to operate freely. Besides, there is greater acceptance of TV now which enjoys sense of confidence and responsibility. So, there is culture of freedom in media.”

     

     

     

    Sudhir Sharma

    Said Sudhir Sharma, Producer, Sunshine Productions: “TV as a medium is for the masses and targets everyone from kids to adults to old folks. We make TV shows to entertain. We do follow certain guidelines and censorship which is surely a necessity. By and large we surely have the freedom to make the content we want to show. Creative freedom parameters may vary from producer to producer. Compared to films, TV censorship guidelines are surely stricter keeping in mind that television is accessible on the press of a remote button. In my opinion, we have enough creative freedom and we as makers are progressing and so are the maturity level of audiences.”

     

    Freedom, limited freedom, no freedom… we received no clear answers to our question. However, the fact remains that despite the current slowdown, the fraternity is still managing to survive and thrive in the prevailing system.

     

    Image: Rafiq

     

     

  • He will be handling the Airtel account nationally as the ECD and also partner Bobby Pawar on Special Projects

    Nitin Pradhan to join JWT Delhi as ECD

    By Tuhina Anand

     

    Nitin Pradhan is slated to join as the Executive Creative Director (ECD) at JWT in Delhi. He will be handling the Airtel account nationally as the ECD and also partner Bobby Pawar on Special Projects. Mr Pradhan moves from McCann Erickson where he was an ECD. He will be assuming his new position on August 27.

     

    The development was confirmed by Bobby Pawar, Chief Creative Officer and Managing Partner, JWT India: “Nitin coming on board is part of our beefing up our creative team. He is known for his creative prowess and will work with me closely on many special projects besides handling the Airtel business.”

     

    Mr Pradhan has earlier worked with Leo Burnett, Ogilvy Mumbai and Mudra.

     

  • 6 Reasons why tonight’s the Big Night @ Goafest

    By A N Chorrea

     

    Yes, Balki doesn’t care an eff about it and the folks at Cag have serious issues about the innumerable fakes that come in as entries, but the Abby is the Abby is the Abby. So why’s it the Badi Raat?

     

    1. Because the Creative Abbys will be presented tonight

     

    2. Because even as some of the Creative Abbys were given away last night (and the Media Abbys too!), the meaty, glamourous ones are happening tonight.

     

    3. Because it will be interesting to see how many metals Agnello Dias nets tonight. Yesterday, wifey Nandini Dias’s Lodestar UM bagged several honours. Tonight could well be Aggie’s. Total domination by the Diases!

     

    4. Remember Bobby quit Mudra half-way, just as Sonal quit Bates half-way… It will be interesting to see the mix of emotions as their ex and current agencies walk away with honours (If it was a television event, I am sure the camera would focus on Bobby every time Mudra gets an award or on Colvyn when Aggie gets it for Pepsi… quite like they do in the film awards where you see Rekha’s expressions on Amitabh, Vivek Oberoi on Salman. Etc etc etc)

     

    5. It’s the last day of Goafest. May as well live it up!

     

    Click here to view all Goafest 2012 stories

     

  • Mudra gave former CCO Bobby Pawar a hearty farewell in a unique way by putting up a billboard right next to his new agency, saying 'Mudra welcomes Bobby Pawar to JWT'.

    Typically quirky, Mudra ‘welcomes’ Bobby Pawar to JWT

    By Shubhangi Mehta

     

    Mudra showed that it is an agency with a big heart as well as an extraordinary creative bank, demonstrating both innovation and affection in its farewell to Bobby Pawar. In a billboard that has been put up right next to JWT, where Mr Pawar has taken charge of his new responsibilities, Mudra said “Mudra welcomes Bobby Pawar to JWT”.

     

    The billboard came as a shock to some and a pleasant surprise to some but it undoubtedly managed to catch everyone’s eyes.

     

    Pratap Bose
    Bobby Pawar

    Pratap Bose, COO, Mudra Communications, said, “Tuesday evening was Bobby’s farewell. The whole idea was to show Bobby how special he is for us. It’s a gesture to show that the fact that Bobby remains in advertising is good news for the creative industry.”

     

    A generous gesture like this makes one feel proud to be a part of an industry where relationships can be warm as well as professional.

     

    On the gesture by Mudra, Bobby Pawar, CCO and Managing Partner, JWT, said, “Both the agencies (Mudra and JWT) really touched me with the welcome I received. It feels great to get such a warm greet. My first day at JWT was spent knowing people and understanding the brands. Hope the fun and enthusiasm continues.”

     

    The way Mudra has wished luck to Bobby for his new innings will sure be remembered by the industry in a very special way. One hopes there are more such instances where people feel proud to be a part of such an industry.

     

  • With Bobby Pawar at the helm, CEO Colvyn Harris hopes to see JWT India achieve greater creative focus

    Raising the Bar: Colvyn on JWT with Bobby

     

    By Johnson Napier

     

    The last few days have witnessed media and advertising circles going gaga over news of a restructuring exercise at JWT and the surprise coronation of Bobby Pawar as the Chief Creative Officer & Managing Partner, alongside the elevation of three of its key ECDS to the post of NCD – Swati Bhattacharya, Tista Sen and Senthil Kumar. But what has kept the industry guessing is the swiftness with which this transformation has been carried about and who from JWT is responsible for this smooth makeover.

     

    MxM India meets the man who has effected the change – Colvyn J Harris, CEO, JWT India. In a detailed conversation, Mr Harris reveals the new creative direction that the agency will root for with the coming in of Bobby Pawar, the unmatched experience that would be delivered to clients and how he could get back to serving the industry with the easing of the creative function at JWT. Excerpts:

     

    Q: Apart from the CCO and NCD level restructuring exercise, have there been any other senior-level elevations at JWT?

    The restructuring exercise where creative is concerned is over. We have Bobby Pawar as Chief Creative Officer; he will be supported by three NCDs comprising Swati Bhattacharya in Delhi, Tista Sen in Mumbai and Senthil Kumar in the South. There are a set of ECDs who would work in partnership with the above team. There won’t be any replacements as such where the earlier ECD posts are concerned.

     

    Q: Were there any other candidates you considered other than Bobby Pawar, including any international contenders?

    We did consider international candidates but we were very clear that we needed somebody who had roots in India, who understands the country in which we operate – the nuances and sensibilities of India. As for Bobby, he has international experience, having worked in BBDO and Ogilvy in the US. So that’s the best of both the worlds that one could ask for.

     

    Q: Was it a long chase to get Bobby Pawar take up the offer at JWT?

    It was not a chase actually; it was fairly mutual. We felt that he had the right qualities to lead and help us deliver on a vision which is to be the very best in what we do.

     

    Q: Knowing Bobby’s liking towards working for an indigenously-run agency like Mudra (before Omnicom buying out a majority stake), what was the differentiating factor that convinced him to take up an offer at the WPP-run agency?

    I think where JWT is concerned, we may be global and affiliated to WPP but we are finally rooted in India. If you trace the lineage of JWT India, it is actually Hindustan Thompson Associates (HTA). We have not shed any of the institutional attributes that JWT or HTA was built on. So I think that foundation continues and we are as Indian or as global as a client would want us to be. For creativity to flourish and thrive and do well, you need a platform. JWT has some large and reputed clients. We work with the leaders in every category so the work you do is going to get visible. So it’s an opportunity that presents itself to all of us who work for JWT. And for talent, what more can you hope for other than the set of clients that we have? We work with the best known Indian clients and we work with the world’s most admired brands, whether it is Nike or Pepsi…

     

    Q: How has the industry reacted to the nomination of Bobby Pawar? Moreover, what has been Sir Martin Sorrell’s reaction to the appointment?

    Sir Martin Sorrell and Bob Jeffrey (Worldwide Chairman and CEO, JWT) are very happy with the decision. They realize that I also need a partner to carry forward this responsibility. JWT is a big ship, we have been suit-led for too long. So this gives us a nice balance.

     

    Q: Yes, don’t you think the agency has been suit-led for a while now?

    That’s not how you should look at it because we have eight ECDs, because our scale of operations is large – in Delhi we have around 380 people. So if you were to compare you’ll understand that wherever we operate we are completely full-service; all skills operate in all offices. We just didn’t have somebody to drive the creative agenda for us with a greater focus. That’s because when you run businesses or lead an agency on a management framework you take your eyes off the ball on a greater platform. So Bobby’s going to play that role.

     

    Q: Having being suit-led for some time, would you then agree that the agency did witness a creative slump post the going away of senior resources like Agnello Dias and Josy Paul?

    Not at all. Whatever talk you hear is all loose talk. When people don’t know then there is talk but finally the success of a company is derived by how our brands perform in the marketplace – which is a great success as all of them are leaders. The success of an agency is how our people perform – again, all of them have done extremely well, and finally, where success is concerned there are financial benchmarks and there are creative benchmarks and we have been very consistent in winning. Senthil is an international award winner, the Mumbai office is the most awarded agency… so you have got all the success stories that you need.

     

    Q: How would you also react to the claim that your former creative heads took along some clients with them after they quit JWT?

    They didn’t take clients as such; they took projects along with them. We still have over 200 clients; we can’t be a hundred percent of every client all the time. I am sure a client chose to exercise his judgment on an idea which will help his business. We definitely respect that and welcome it. In both cases, they got something good so I am happy.

     

    Q: Coming back to Bobby Pawar, what would be expected out of him? What’s his mandate as CCO?

    Firstly, he has a team – he has NCDs, ECDs and a team of about 300 people in creative. So he’s gonna have to set an agenda for creative. That means there will be a vision and a purpose that we want to go back to. And after that it is actually how do you achieve those objectives – how do you deliver on that vision, how do you execute that vision, how do you get the work to look better… So that’s the agenda that he would be riding on.

     

    Q: Do you expect Bobby to get his set of clients from Mudra to JWT or wish such a natural progression to occur given his stature at Mudra?

    We are not looking at that. In our gameplan, Bobby fits extremely well and our strategy is to improve the work, change the benchmark, create new standards…and that’s what we are doing.

     

    Q: So while Bobby gets to set a new creative agenda, do you see a creative shift coming about at JWT?

    As I said, our agency has been very successful. What we will do is that we will jointly set a vision, and as a team we will have to work jointly on delivering on that vision.

     

    Q: Would Bobby lend his expertise to other domains under JWT like digital, activation, public relations, direct marketing, etc…?

    Yes, of course. We talk about idea-centricity – the idea at the centre based on a brand and how you seamlessly use every touchpoint to the audiences identified. So it’s a one seamless idea which we will try and make it a big platform idea.

     

    Q: With Bobby at the helm, will the focus now be on reclaiming the ‘most awarded agency’ tag – that was his claim to fame at Mudra, making it the most awarded agency in recent years?

    If you look at our work, we are all over the place. Now with Bobby at the helm, we want to raise the bar and improve our standards. We want to be recognized firstly at an Indian platform, we want to be recognized globally and we definitely want to improve our body of work. But all said and done, it is not about winning awards; it is also important that the work we do for clients is effective and successful for them in the market. That’s priority No 1. If that work goes on to win awards then that’s fantastic. So it’s actually an and/and rather than an either/or.

     

    Q: Any new verticals being planned for take-off?

    Nothing as such. We have design, digital, Thomson Social, Encompass… so we are not looking at anything else right now. But digital is something that we are looking at going forward with and that’s why we have hired Max Hegerman.

     

    Q: Moving on to you, how would your responsibilities change, going forward? Is there anything that has been planned for you?

    I think my responsibilities will reduce, hopefully, because I have been on a treadmill and a rollercoaster at the same time last year. Hopefully this new change will give me some breathing time…

     

    Q:…It could also allow you to get back to serving the industry and catering to several issues like you did while you were the Chairperson of Goafest.

    I used to be involved on a big scale earlier but I have cut it down as it takes away a lot of your time, but it’s important for us industry leaders to be a part of the industry; to engage with people who make it what it is today so that this industry, firstly, is successful. On an overall basis, it’s industry definitely for me; it is what you give back as well. And also the network as well; we are a global company, and that is also equally important for me to look after.

     

    Q: Lastly, if you were to set a goalpost for JWT in 2012, what would that be?

    I think if by the end of 2012, we are able to do good work on our key clients and that is acknowledged by clients first, and then maybe awards as the second parameter, I think that will be a great step forward.

  • There's plenty happening at the JWT office as the agency restructures to bring in three NCDs. Also, a quick interview with Bobby Pawar [Story Updated]

    JWT restructures to bring in 3 NCDs

     

    By Tuhina Anand & Shubhangi Mehta

     

    After roping in Bobby Pawar as its Chief Creative Officer and Managing Partner, JWT is now bringing in more changes in its team structure which Colvyn Harris its CEO dubs it as `transformational changes’.  It is learnt that JWT has brought in a three National Creative Director structure which includes Swati Bhattacharyya in Delhi, Tista Sen in Mumbai and Senthil Kumar down South. All three NCDs will have a team of ECDs under them and when Bobby Pawar joins which will probably be in March 2012 as the CCO , he will spearhead this structure.

    Ms Bhattacharya has been heading the GSK business at JWT while Ms Sen and Mr Kumar have been Executive Creative Directors at the agency.

    On the restructuring, Mr Harris said, “I cannot think of 3 more deserving and talented people who have imbibed the best of JWT values and who believe in the JWT Company. It has taken us some time to recognize that their current roles and responsibilities far exceed what national creative directors in other agencies are responsible for. Given the sheer scale of our operations, and our most admired line-up of India’s finest and the world’s most admired brands, it was imperative to recognize the creative leadership team with a designation based on their role.”

    “Given the exigencies of the market and the pressure which is being brought to bear on us to improve our creative work – especially from clients who are in the more competitive categories – we believe that the combined skills and talents of Swati,Tista and Senthil will be able to provide the best solutions for our clients, our brands, and our people, added Mr Harris.

    Talking to MxM India on the creative pillars that JWT is creating, Mr Harris said, “The roadmap that JWT has drawn of being a creative powerhouse and being creative led and creative driven organisation will be achieved by these changes. Bobby along with the team will help us in realizing this vision. In fact, people who are saying that the CCO position at JWT has been unstable should know that Adrian came as the Delhi office head so we didn’t really have anyone take the CCO position for long. Bobby’s position in that sense is of true CCO who will lead a team of around 300 creative people at JWT along with the newly restructured team.”

    It may be recalled that when Josy Paul had joined JWT as its NCD, Agnello Dias had also been promoted as NCD and the agency followed the dual NCD structure at the helm but no CCO. It was only later when Mr Paul quit that Mr Dias was made CCO, though he too quit soon after to start Taproot India.

    Mr Harris also said  that one should gear up to hear of some more announcements at JWT very soon. The agency has also recently roped in Max Hegerman as Senior VP and its Head to look after JWT’s Digital strategy.

    On his mandate at JWT, Mr Bobby Pawar said, “My job at JWT will be ensure we change our benchmarks and set new standards. Critical would be in setting a vision and then delivering on it. JWT will be the magnet for the best talent in the industry and offer the most creative solutions ever seen.”

     

    INTERVIEW

    Bobby Pawar, the guy who is taking over as Chief Creative Officer and Managing Partner of JWT, has been responsible for turning around the agencies which he has worked for. When he was at BBDO in Chicago he weaved his magic to make one of the hottest shop in the region. In India too, with Mudra as its Chief Creative Officer he has been instrumental in the agency winning awards and accolades on many international and desi platforms. The agency has done some high decibel advertising like the ones for Volkswagen launch in India and there after its variants that had caught eyes of many. With Mr Pawar’s next destination being JWT which has  seen causalities in quick succession including Bruce Matchett, Josy Paul, Agnello Dias and Adrian Miller. Looks like JWT is gearing up for combat and shut the wagging tongues of the industry. Here’s an interview with Bobby Pawar who sportingly answered our questions though he steered away from some specifics.

     

    Q: Omnicom as a parent, so many awards in the kitty all with your leadership… why then did someone like Bobby Pawar leave?

    I guess I am addicted to challenges and the task of polishing JWT’s creative luster and raising the game there was just too seductive to pass up.

     

    Q: What is the mandate at JWT, also we have seen the creative head at JWT being an unsteady wicket in last few years, should we expect a change now?

    Colvyn didn’t asked me to partner him on the mission of maintaining status quo. I would hardly be the right guy for that. Both of us want JWT to evolve, to build on the past, but look firmly at the future. The focus will be on the work and the people who do it. And that means the entire agency. We don’t just want a highly creative creative department, but a highly creative company. Everybody has a role to play in making sure the solutions we think up, sell, and execute are as great as the brands need them to be.

     

    Q: Was the Omnicom deal anything to do with your moving out?

    If anything the Omnicom deal almost kept me back. That is a great company and I have the highest regard for John Wren, Chuck Brymer, John Zeigler et all. They made me feel very welcome, but as they say a man’s got to do what a man’s got to do.

     

    Q: How would you sum up your stint at Mudra?

    I loved it. See, I’m not leaving because I am unhappy. When I started nobody gave us a chance. Four long and hard years later, our creative reputation is the opposite of what it was. We did pathbreaking work for Volkswagen, Big Cinemas (Silent National Anthem), 7-Up, Union bank Of India, Emirates, Philips, Economic Times, McDowell’s No. 1, etc. We were the winningest DDB agency at Cannes this year along with DDB Paris, 3rd in the agency of the year standings at Spikes and we had the most metals Abbys. Not too shabby, right?

     

    Q: What should we expect from Bobby Pawar in his JWT avatar?

    I believe that agencies don’t just need to create, they also need to invent. Why can’t we invent a whole new medium while we thinking of a campaign that runs on it? The future will be invented by those who ask the most interesting and unexpected questions.

     

    Photograph of JWT Mumbai courtesy JWT website. Images of Messrs Harris and Pawar from the JWT and Mudra sites respectively

  • When festivity joins hands with creativity, it usually makes for memorable ads. Check out the industry’s picks.

    The Diwali ads that crackle

     

    By Shubhangi Mehta

    Though the Diwali campaigns this season did not create much hype as they were fewer than in the past, going a little back in time we have seen some absolutely delightful campaigns, from Cadbury’s “Iss Diwali aap kise khush kar rahe hain?” and Coca-Cola to Samsung’s Diwali commercial or the latest Tanishq campaign featuring Amitabh Bachchan and Jaya Bachchan.

    Which is the Diwali commercial that has been an all time favourite for the industry? MxM India asked the biggies themselves.

    Mr KV Sridhar aka Pops, NCD, Leo Burnett, said, “My favourite Diwali commercial would be ‘Iss Diwali aap kise khush kar rahe hain?’ by Cadbury, which was out almost a year ago. For me and I’m sure for everybody else, the best way to celebrate Diwali is to catch up with near and dear ones and make them happy. Hence I found the commercial very real.”

    Mr Dheeraj Sinha, Regional Planning Director, Bates, said, “The Diwali campaign that has appealed to me the most is the Fiat Festive season campaign done by Bates. The campaign goes a step beyond the Diwali promotional offers etc and talks about the philosophy of Fiat, therefore I find it more appealing.”

    Mr Rajiv Rao, NCD, Ogilvy & Mather, said, “I know it’s my own agency work but I can’t resist saying that it is Cadbury’s ‘Iss Diwali aap kise khush kar rahe hain?’ There is so much of humanity and it breaks the clichéd concept of just greeting only your family and close friends on Diwali. It is most definitely my favourite Diwali campaign.”

    Mr Bobby Pawar, COO, Mudra, however took a different tack, saying, “No ad campaign has been able to capture a place in my mind; I really cannot think of any Diwali campaign that has appealed to me so much as to be called my all-time favourite campaign.”

    Cadbury’s seems to be the brand and campaign to have captured minds and hearts, and the sweet taste of success is certainly well deserved. But with such a wealth of creativity on tap and such a rich diversity of cultural references available all over India, it is high time a new, iconic ad or campaign came forth.

    We’re waiting.

    [Link] Debrief: In the midst of the drought, the Diwali ads that caught Anil Thakraney’s eye.