McCann Worldgroup India has announced the formation of 'Creative Central', a new initiative within the agency. It is billed as an 'initiative' that will look to bolster creative output by working closely with the strategic planning function.
Creative Central will leverage the knowledge base generated at Truth Central (McCann's insights arm) and play a role in converting the knowledge and insights across brands in India, an agency statement added.
Pradyumna Chauhan has been roped in as ECD to head Creative Central. Chauhan was group creative director at Ogilvy Mumbai until recently, and has at JWT Rediffusion Y&R and Lowe Lintas in earlier assignments.
On Chauhan coming on board and his role at Creative Central, Prasoon Joshi, chairman, CEO and chief creative officer, McCann Worldgroup India and South Asia, said, "With a sharp and insightful approach reinforced by a stellar body of work, Pradyumna is keen to create work that impacts popular culture.
Based currently in Mumbai, he will work with our creative directors and teams across McCann India offices and functions on our key brands. In the near future we will find more people with a similar skill set and approach to strengthen McCann Creative Central."