‘Masterminding the brand is very important’

Prasoon Joshi, the craftsman who has scripted ‘Bhaag Milka Bhaag’ which hits screens on 12 July 2013, got into conversation with Gokul Krishnamurthy at Goafest. The executive chairman and CEO, McCann Worldgroup India, and president – South Asia, reflected on the blending of craft and science for brand communication, content and formats, data (and the acquisition of End To End Marketing Solutions), co-existence of craftsman and marketer as one, and more. He was just out of a debate, speaking on relevance of creative agencies with fragmentation of media. No marks for guessing which side he was on. Edited excerpts.