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Bobby Pawar, 46, never fails to grab headlines, be it for his unceremonious exit from ad agency JWT two months ago or his equally dramatic appointment at rival Publicis Worldwide as director and chief creative officer, South Asia. With 21 years of experience in the sector, the adman is known to have the uncanny ability to turn around the fortunes of the agency he joins. In an interview with Viveat Susan Pinto, he says he found the opportunity to join Publicis too hard to resist. Edited excerpts:
The buzz was you planned to turn entrepreneur after exiting JWT. Then, it was announced you were joining Publicis Worldwide. How did this happen?
After moving out of JWT, I was toying with a number of offers. Also, there was an option of turning entrepreneur. But Nakul (Chopra, chief executive, Publicis South Asia) approached me with an offer I simply couldn't resist. The idea of being part of a team that has Partha (Sinha) and Ambika (Srivastava), both veterans, is exciting. What we propose to do is provide marketing communications solutions, as opposed to mere advertising solutions to clients. From my point of view, this is a broader canvass and something I am looking forward to.
When do you start at Publicis Worldwide?
I will officially represent Publicis Worldwide India at Cannes this year, as the agency's chief creative officer. This means my effective joining date is June 16, the day the festival begins. For me, that is a great way to start. Yes, I haven't had a chance to look at the work Publicis Worldwide has entered at Cannes this year because I wasn't part of that process. But at the festival, I would still root for the agency. Cannes would also refresh my mind. And, of course, I will catch up with my advertising & marketing friends from India and abroad.
What's your take on the Cannes Advertising Festival this year. How would India perform?
Despite all that has been said about Indian advertising in the last few months, I firmly believe we would put up a good show at Cannes. There are a few areas we need to work on such as digital advertising. But you have to remember as a trend, digital advertising caught on in India later than in other markets. Yes, in terms of technical finesse, execution ability, etc, international agencies do score over us. But there is no dearth of good ideas coming from India. If you ask me, I am looking forward to our agencies putting up a good show at Cannes.
Many feel you were singled out in what was a collective decision, as far as entering the controversial Ford-Figo ads in the Creative Abbies are concerned. What do you think?
There are two sides to a coin. At the end of the day, someone had to carry the can for what had happened. Most think I was at the receiving end of the controversy, though I wasn't involved in the creation of the ads. However, the fact remains I was the chief creative of the agency (JWT) and, therefore, nailed to the wall. Life isn't fair. And, it isn't supposed to be. There were business compulsions and a call was taken based on those.
Publicis has been off the radar in recent years. What drives you to take up assignments that many would hesitate to?
I am a person who needs mountains to climb---that is how I would describe what drives me to take decisions in my professional life. At Publicis, it will be a collaborative effort involving me, Nakul, Partha and Ambika at the top. Don't forget there are a number of people within the individual agencies of Publicis Worldwide that we would count on for producing cutting-edge work on a day-to-day basis. It is all about collaboration, with an eye on providing value to clients.
