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

Related Articles

Just Published

Premium
Vikram Gaikwad, Vistasp Hodiwala partner with Roy Menezes, Pushkarraj Mehta to launch Centrick
Premium
12 hours ago

Vikram Gaikwad, Vistasp Hodiwala partner with Roy ...

Centrick looks to use data, audience sentiments, creativity and targeting to deliver clients digital solutions

Premium
PR in a global crisis: Do’s and don’ts for the beaten-down travel industry
Premium
16 hours ago

PR in a global crisis: Do’s and don’ts for the ...

The hospitality and tourism industries are some of the worst affected in the crisis – so how should they strategise their communications in this difficult time?

Premium
If it is not working, try networking says Idea
Premium
16 hours ago

If it is not working, try networking says Idea

Watch the film conceptualised by BBDO here

Premium
Bombay Shaving Company assigns creative mandate to L&K Saatchi & Saatchi
Premium
17 hours ago

Bombay Shaving Company assigns creative mandate to ...

Account won post a multi-agency pitch