Prasad Sangameshwaran
Dec 06, 2018

Analysis: Why Ogilvy's Lion of St Mark roars

Piyush Pandey who was awarded the prestigious Lion of St Mark at Cannes this year was recently elevated to the post of the global CCO at Ogilvy, the first for a person of Indian origin

Analysis: Why Ogilvy's Lion of St Mark roars
It ws during a conversation with Campaign India a couple of months ago, when Ogilvy's global chief John Seifert dropped a broad hint.
 
When asked a question about talent, the discussion veered towards why Indian ad executives were not moving on to lead global agency networks. This was a glaring omission when there were people of Indian origin leading large corporations from consumer goods to technology. Seifert's response was that the failure was not in the talent of the people of Indian origin, but in the ability of the advertising business to identify and promote Indian talent right to the top. On behalf of the advertising industry, Seifert seems to have made that course correction. 
 
Last evening (India time), Campaign broke the news globally that Piyush Pandey, executive chairman, Ogilvy India and the creative lead for South Asia had been chosen to replace Tham Khai Meng as the global CCO of Ogilvy, becoming the first Indian to head the creative function of a large global agency network.
 
The elevation of Pandey, who was recently awarded the prestigious Lion of St Mark for outstanding contribution to creativity in communication at Cannes this year, is a clear signal about the growing importance of India, in Ogilvy's scheme of things.
 
India is Ogilvy's fifth largest market in the world and it could well be the fourth, or third largest, in the next 24 to 36 months. In contrast, in Ogilvy's number one market, the US, the share as a percentage of the whole is declining due to fragmentation, conflicts and other issues. These factors in combination could make the US a lot more challenging market, admits Seifert.
 
However, in India, the agency's portfolio is a mix of the admired global brands and India’s most successful local brands. Plus, there is the wave of entrepreneurial companies that were not even invented 2-3 years ago, who are large spenders in advertising. 
 
As Seifert pointed out, India is a beacon market for the global transformation of the agency. What probably clinched the deal for Pandey was the perception of how the agency works in India. According to Seifert, India's entrepreneurial, it’s a market that believes and cares about brands and it’s a market that wants to learn.
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mindshare sweeps the Big Bang Awards for excellence in Media
Premium
18 hours ago

Mindshare sweeps the Big Bang Awards for excellence ...

This edition of the awards honour excellence in media and wellness

Premium
'It's okay for men to cry' says Gillette with story of Lt Col Manoj Kumar Sinha
Premium
20 hours ago

'It's okay for men to cry' says Gillette with story ...

Watch the film conceptualised by Grey Group India here

Premium
udChalo assigns digital mandate to Digitas
Premium
22 hours ago

udChalo assigns digital mandate to Digitas

The agency's Mumbai office will handle the account

Premium
Kartik Aaryan and Tara Sutaria can't separate from each other thanks to ITC Engage
Premium
23 hours ago

Kartik Aaryan and Tara Sutaria can't separate from ...

Watch the film conceptualised by Wunderman Thompson here