Power shifts in advertising.


The recent ranking of the most influential people by Brand Equity raised eyebrows and sent shockwaves thru the ranks of the industry. The veteran blackberry boys were giving way to apple tribes.

Two decades back armed with management degrees from the top institutes the double-breasted blue blazer brigade took firm control of the business from the erstwhile “angrezi hangover babu’s” of the post independent India. And the blazer brigade were the most powerful lot as they controlled the business of the businesses by working as strategic and marketing extensions of huge corporations.

What made this successful brigade to take a back seat? Why the suits were marginalized? What made creative guys to rise?

Well the answer lies partly in the changing business model and partly in the egoist reluctant to change CEO’s.  Why do I blame them?  Three decades ago when I started work in advertising as an untrained commercial artist, stumbled upon a book in a second hand bookstore titled  “12 benevolent dictators of advertising” the book dealt with how the legends of the industry were thrown out of their own shops unceremoniously.

And the moral of the story being: ownership does not give power, real power in advertising is the influence you have on the Brands business and how indispensible you become to the biggest brands of the agency. Most often the owners and the MBA managers mistake power to money control and designations therefore they spend all the time in managing money and holding control meeting. Before they even realize the power starts to shift to enterprising business heads or creative heads.

Its not surprising to see some of the legendary CEO’s being marginalized post de-bundling of creative agencies. When you had 15 channels to manage a general manager was more powerful today there is just creative and only products to be managed are Ideas.

With INS accreditation out of the window and monthly remuneration system is in, there is hardly any complex management is needed therefore more creatives are taking charge to manage ideas and agencies.

Hope one day the management schools will add this section of Idea management to their curriculum.

Why Piyush Pandey is the greatest Indian Ad-man ever? Why he deserves the “Clio” life time?


This is from my previous post, posted a couple of years back when Piyush was conferred “life time achievement award” by AAAI and now “Clio” announced that its going to honor our man, and I truly believe there is no person more deserving in the world advertising then him ( including Marcello Serpa.)

Excerpts from my previous post:

Piyush Pandey was recently been conferred AAAI lifetime achievement award, an honor usually reserved for retirees. Piyush is still a practicing creative person in short a working legend. He is Indian advertising’s greatest, I will place him above Subhas Ghosal, Alyque Padamsee and Mohammed Khan for simple reasons: he single-handedly changed the target audience from elite British Indians to middle class heartland bharatvasi’s. And also for putting Indian advertising amongst the global greats. (I had the privilege of working with all the above legends except Piyush.)

Above all he is one of the greatest human beings I have met in my career, what can you say? In this pseudo advertising and corporate world, where people hesitate to thank there wife for being an inspiration and support in public, this man brings his mother to the ceremony and proudly introduces her to all honchos present. I always admired people who do not hesitate to show respect for parents and family in public. I can not think of any other Ad-man doing that.

Piyush is a large-hearted man, loves his life enjoys every moment with a hearty laughter. I have never seen him crib about anything. This is what gets reflected in his work and also in his agency, always enjoys and celebrate life. As we at Burnett believe that “creativity has the power to transform human behavior” Piyush showered enough creativity to change the way common people behaved in this country, right from “Luna” finding a place in middle class India to nation celebrating the success of “Pappu” with Cadbury Dairy Milk to Railgaddi for Indian railways to celebrating real life characters in Fevicol.

He changed the way Indians looked at advertising, he had created many stars, gave new vocabulary, made people love advertising more than television programming. I can go on and on as an insider what he had done to the Industry and why he deserved the award and this blog.