Leo Burnett brings young blood onto centrestage

19 Oct,2012

By Ravi Balakrishnan


Changes are under way across ad agency Leo Burnett’s creative department. KV Sridhar formerly the national creative director at Leo Burnett India is now the chief creative officer of the Indian subcontinent.


His brief expands to include Leo Burnett operations in Bangladesh, Pakistan and Sri Lanka, Leo Burnett India’s other agencies Black Pencil and Orchard, activation division Arc and digital agency Indigo. Nitesh Tiwari, who used to be executive creative director at Leo Burnett is now the chief creative officer of Leo Burnett India. Several young people across Leo Burnett have also been given an expanded mandate and new responsibilities.


These include Vikram Pandey and Ashwiny Iyer Tiwari who are now executive creative directors and Vicky Bhambhani who is regional creative director on Tide. The list of creative directors include Abhishek Sinha, Nikhil Mehrotra, Piyush Gupta and Shreyas Jain. The agency is also bringing in fresh talent with Timsy Gupta, Rishi Agarwal, Sapna Ahluwalia and Rajneesh Ramakrishnan who come in from DDB Mudra, McCann Erickson, Bates and Creativeland Asia.


Speaking about the changes, Mr Sridhar says, “I’ve always believed in acquiring what we don’t have and what we’ve acquired is youth and enthusiasm.” The new system allows Leo Burnett to assign senior creative talent on key accounts and creates an atmosphere of healthy competition.


It puts in place a relatively flat creative hierarchy which is at odds with the multi-tiered structure that creative departments in several other agencies are built around. Leo Burnett had gone in for a similar arrangement in 2003 and, according to Mr Sridhar, the results were an unqualified success.


Some members of the then young creative team have gone on to head the creative departments at agencies like Nitesh Tiwari at Leo Burnett and Russell Barett at BBH. Others like Santosh Padhi of Taproot and KB Vinod of Company have started their own agencies.


Says Mark Tutssel, chief creative officer at Leo Burnett, “The constant infusion of new blood is vital for our long-term health and prosperity and a focus on new world thinking is critical to the future.”



Source:The Economic Times

Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved


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