MNC connection invaluable for ad agencies: Arvind Sharma

Interview with CEO, Leo Burnett

Arvind Sharma, 57, a familiar face in Indian advertising, will bid adieu as chairman and chief executive officer, Indian Subcontinent, of ad agency Leo Burnett on October 31. Saurabh Varma will take over from him on November 1, to be designated as CEO, Leo Burnett Group India. Sharma tells Viveat Susan Pinto about what prompted him to  call it a day and his plans. Edited excerpts:

 

No one anticipated you would step down. What prompted your decision?

 

This wasn't a sudden decision at all. I had been speaking to Tom Bernandin (Leo Burnett's worldwide chairman & CEO) for the last two years that I wasn't keen to continue as chairman once I turned 58. Yes, it was a well-kept secret, but succession planning is not intended to be disclosed at an inopportune time. The transition had to be smooth and I am happy to say that it has been. Saurabh is a capable man. He is a good advertising hand. He is ambitious, energetic and modern in his outlook and thinking.

 

Were you involved in the recruitment of Saurabh as your successor?

 

Yes, I was. I have worked with Saurabh for four-and-a-half years at Leo Burnett. He was based in Singapore as chief strategy officer for the Asia-Pacific region. I found him good at his work and in my interactions with him felt he would be the best candidate to take over from me. So here he is, coming in as my successor. I am there to support him till July next year as a strategic advisor. 

 

You were, in a sense, amongst the last men standing, who belonged to the era of the 1980s and 1990s, in advertising. Some challenges you faced through the 30 years you were associated with Leo Burnett, 21 years of which you led it?

 

There were different challenges at different points in time. In the early 1980s, when I joined what was then Chaitra (Leo Burnett acquired a stake and subsequently bought over the agency), there were cash-flow problems because business in general wasn't organised nor was banking. I have seen the transition happen from being part of a local agency to being associated with a multinational group. The shift has helped not only us, but the advertising business as a whole. From  introduction of best practices to the ability to adapt to technological changes sweeping the world to new learnings, an MNC connection is invaluable.  Now, of course, there are a different set of challenges that confront agencies. How do you adapt your business to the demands and rigours of new media? We made an acquisition last year of a digital agency called Indigo Consulting, which was part of this endeavour to integrate ourselves to the new world order and dynamics.

I am certain Saurabh will do the same, of taking into account all business realities that confront the business as he takes Leo Burnett forward.

 

What are your plans for the future once you step down from your position as a strategic advisor to Leo Burnett?

 

I am looking forward to doing something different. It will be in marketing, but not advertising. I enjoyed advertising. But it was time I moved on. I have some some ideas, new-age ideas, to be precise. And I now have the time to decide how I intend to take this forward.

 

What about the crack team that you nurtured through the years at Leo Burnett. Will they move on as well once you step down from your position?

 

They all continue to be part of the Leo Burnett Group in India. Pops (K V Sridhar, chief creative officer, India subcontinent), Nitish Mukherjee (director on board), Nitesh Tiwari (chief creative officer, Leo Burnett India), Rajeev  Sharma (national brand planning, Leo Burnett India) and Samir Gangahar (executive director, Leo Burnett, India, who is based in Delhi)  will continue in their respective positions, part of the team now led by Saurabh.