Prasoon Joshi: Hitting the right notes

The poet-adman has been elevated to the position of Asia-Pacific head at McCann Worldgroup

Prasoon Joshi, president, South Asia, McCann Worldgroup and chief executive officer (CEO), McCann Worldgroup India, has been elevated to the Asia-Pacific head at the Interpublic Group (IPG) agency. But the poet-adman barely has the time for celebrations. "I am with my global CEO (Harris Diamond) in back-to-back client meetings. I need to concentrate on that," he says over telephone from New Delhi.

Joshi, who turns 46 on September 16, is a workaholic. It is his work ethic that has allowed him to navigate advertising and feature films. He remains among the few in the Indian advertising sector who have not had to give up their careers in pursuit of their passion. In Joshi's case, it is his love for verse, which finds expression in poems and lyrics. Joshi is also a scriptwriter, having penned the story of Bhaag Milkha Bhaag, a 2013 movie based on the life of Olympian Milkha Singh. This movie was the highest grosser after Yeh Jawaani Hai Deewani in the year. Joshi took two years to write the script.

Despite this, his elevation at the agency he has been with for twelve years indicates his life beyond advertising has barely affected his role as an agency head. McCann remains among IPG's key units, giving the world's fourth-largest advertising group 40 per cent of its $7.12-billion annual revenues. Asia-Pacific for IPG is the biggest contributor to its $3.14 billion annual international revenues at 28 per cent. Continental Europe comes next at 25.4 per cent and the United Kingdom third at 18 per cent.

Joshi is aware of the responsibility he has been assigned. The management graduate from IMT, Ghaziabad, who has a master's degree in physics, said: "The responsibility the global management (at McCann) has given me is huge. I am happy they trusted me with this job.

"Indians have been finding their way to the top across sectors, advertising is one. But more than one's nationality, I think this is a reward for being a good advertising professional. That is what counts."

Joshi said he will work with the respective country heads of the agency in the region. "I intend to collaborate with them and see where I can add value."

Besides India, McCann counts markets like China, Australia, Thailand, the Philippines and Singapore as crucial. Joshi is expected to bring his creative power as well as his business acumen to the table when managing these diverse markets. Assisting him will be Charles Cadell, erstwhile India head of Lowe Lintas & Partners, and Jesse Lin, who will operate out of Singapore and Shanghai, respectively.

Joshi on his part will shuttle between Mumbai, where he will based, and markets in the region in his role as the Asia-Pacific head. The shift of the centre of gravity from west to east as Martin Sorrell, chief executive of ad group WPP, once said, seems full.