Agnello Dias talks about the trubulence in JWT and how it has been a hot year for him and the agency...
The year 2007 has been pretty turbulent for JWT?
Its been exciting because clients and peers
seemed to have taken note of a new creative sensibility that ignited the JWT persona. The processes and systems are falling in place and this change is in the process of impacting the culture of the organisation. Once that happens, it will be a kind of template and JWT will no longer be adversely effected by people coming or going. At a personal level, I actually got down to writing again! Be it the Lead India campaigns, working closely with JWT branches across the country or the Vegetarian Society of India…
But, year 2007 witnessed a disconcertingly disproportionate spotlight on both the ad scene and ad people.
Hey c’mon, we are not saving lives remember?! We’re just doing a job of work, but the media overkill was frightening! A scary example was some media guys telling me that they were pulled up by their bosses because they couldn’t get the news of my leaving Leo Burnett to join JWT.
You conceptualised the hit Nike ad this year. Why the emphasis on not using big cricket stars?
I see celebrity-endorsements going through the roof. It seems to have become mandatory to have movie-stars or cricketers in your ads. One needs to strike out to break this model, but for that you need talent, courage, faith, a special relationship your client and knowledge of the brand parameters…
So, the year 2008 will see JWT consolidate further?
I see the coming year as a period of consolidation on the new thrusts and initiatives undertaken. I also see it as a time when we no longer have to worry about promises made and performance matching up. That part has been settled and everyone is clear about our roadmap. 2008 will be a year when we move to the next level by doing great work on big brands, flagship brands across branches. Regarding the industry in general, I fear it will continue to be in this state of turmoil. Why? Because the kind of signals we are sending out as a rocking and vibrant economy seems to suggest that any and everyone should grab a piece of the action here if they know what’s good for them! Wild tales of people becoming millionaires overnight, basically hype on non-work related stuff! But I guess that comes with the territory.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The year 2007 has been pretty turbulent for JWT?
Its been exciting because clients and peers
seemed to have taken note of a new creative sensibility that ignited the JWT persona. The processes and systems are falling in place and this change is in the process of impacting the culture of the organisation. Once that happens, it will be a kind of template and JWT will no longer be adversely effected by people coming or going. At a personal level, I actually got down to writing again! Be it the Lead India campaigns, working closely with JWT branches across the country or the Vegetarian Society of India…But, year 2007 witnessed a disconcertingly disproportionate spotlight on both the ad scene and ad people.
Hey c’mon, we are not saving lives remember?! We’re just doing a job of work, but the media overkill was frightening! A scary example was some media guys telling me that they were pulled up by their bosses because they couldn’t get the news of my leaving Leo Burnett to join JWT.
You conceptualised the hit Nike ad this year. Why the emphasis on not using big cricket stars?
I see celebrity-endorsements going through the roof. It seems to have become mandatory to have movie-stars or cricketers in your ads. One needs to strike out to break this model, but for that you need talent, courage, faith, a special relationship your client and knowledge of the brand parameters…
So, the year 2008 will see JWT consolidate further?
I see the coming year as a period of consolidation on the new thrusts and initiatives undertaken. I also see it as a time when we no longer have to worry about promises made and performance matching up. That part has been settled and everyone is clear about our roadmap. 2008 will be a year when we move to the next level by doing great work on big brands, flagship brands across branches. Regarding the industry in general, I fear it will continue to be in this state of turmoil. Why? Because the kind of signals we are sending out as a rocking and vibrant economy seems to suggest that any and everyone should grab a piece of the action here if they know what’s good for them! Wild tales of people becoming millionaires overnight, basically hype on non-work related stuff! But I guess that comes with the territory.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
No comments:
Post a Comment