Leo Burnett India is a new place now, happier place to work in: APAC chief Jarek Ziebinski

22 May,2015

By Mukta Lad


Just over a year has passed since Leo Burnett India roped in Saurabh Varma as its chief executive, and found a national creative director in Rajdeepak Das. But Jarek Ziebinski, the agency’s APAC chairman and CEO, says he is more than pleased with the direction, creative and strategic, the agency is moving forward in.


“There was a lot of concern over our move last year,” admits Mr Ziebinski, alluding to the senior management changes. “But today, I can feel the change within the agency; there is a change in the culture and we are a much happier place to work for. In just 18 months, it’s like a new place without changing the name on the door or what we do for a living. I couldn’t be happier.”


For now, Varma’s main focus is to help Leo Burnett evolve from an ‘advertising agency’ to an ‘integrated communications company’. While the network isn’t looking to buy out any new agencies after its acquisition of Indigo Consulting in 2012, plans to start a new shopper marketing division are in the offing. No details about the new venture were divulged, except that the outfit will see light of day only in about two-three months.


With Cannes Lions around the corner, and Mr Ziebinski being on the ‘Creative Effectiveness’ jury, the agency has its eyes set on bringing home Lions. Mr Ziebinski is bullish about India’s chances at Cannes this year. “Our work for Amazon, Kindle, HDFC Life and KBC, to name a few, has gotten me very excited. It is refreshing to see that India’s movie-making culture has penetrated advertising across digital and TV, culminating in great storytelling and long-format ads,” he says.


Leo Burnett does not participate in Indian awards shows, citing politics as one of the main pet peeves that keeps them from being a part of them. However, it will be taking a sizeable contingent to Cannes Lions this year, as it did the last.


Source:The Economic Times

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