Talk about going flat. This is the strategy that BBH has been following – no posts, no separations, no designations. What BBH India has instead are Brand Partners. The agency has completed nearly nine months of operations in India and has a 33-strong team in its Mumbai office. Everybody is considered equal in their roles.
Managing Partners (MP) to Brand Partners (BP)
The story of the first three partners begun when BBH Worldwide appointed Priti Nair, Subhash Kamath and Partha Sinha to lead its India operations. None of the three were designated differently and were instead called Managing Partners (MPs). But the trio has their own roles to play – For Kamath, it is managing the business, for Nair, it’s creative, while for Sinha it’s looking after the planning side of the agency.
As the agency grew, these three MPs set about fortifying the India team and hired, what the agency calls ‘Brand Partners’, maintaining the stance of ‘no different categorisations of post/ designations’.
Explaining this strategy, Nair said, “Primarily, this strategy was brought in to merge in the disciplines. So, there was no divide between the categorisations of post. In fact, giving our examples, we three don’t have any separate designations. Our roles are specifically defined, but we are not overtly labelled. Thus, in this way, it becomes a little more fluid in operations.”
So how does BBH India unleash its creativity? Nair said that there was no organised stimulation to unleash the creativity. “Personally, I feel when you organise just routines, it becomes further cocked,” she further said, adding, “But what we have done here is that we have broken the barriers between the boss-group relationships. Here, everyone is known as Brand Partners, here we all are equal.”
New BPs in the team
Meanwhile, BBH India has appointed two new Brand Partners – Sunder Iyer and Ashish Pathak, both of whom have joined the agency from JWT India.
Sunder Iyer has 10 years’ experience in advertising. He first shot to prominence for his work on Tortoise Mosquito Coils, which won the Campaign of the Year at the Abbys. The other brands that he has been associated with include Colgate Palmolive, Parle, Godrej, Kinetic, and more recently, the Teach India Campaign for The Times of India, which bagged the Grand Prix at GoaFest 2009.
Ashish Pathak began his career with JWT India in 2003. He has also been a winner of the Cannes Young Lions competition in 2003, organised by the Ad Club of Bombay and sponsored by The Times of India, becoming the first young creative ever to represent India as the first ever Young Lion at the Cannes Lions Roger Hatchuel Academy. Pathak has also won numerous awards (working on brands like Sunsilk, Lux, Rolling Stone Magazine, The Times of India, etc.) in a short span of five and a half years at JWT – Abbys, AAAI, Effies, Young Guns, GoaFest, Cannes, and most recently, In-Book merits at both D&AD and One Show for his Rolling Stones Campaign.