McCann Worldgroup announced last month that Prasoon Joshi has been promoted to Chairman of McCann Worldgroup Asia Pacific. In his new role Joshi will deal with a larger group of employees, adding more responsibility to his mandate.
In an interaction with exchange4media, Joshi spoke about creativity in different countries and India’s contribution to McCann Worldwide.
“Every country has a cultural fabric. Every country has certain language fabric. I think you need to understand the cultural nuances of the industry and how that particular country is getting better and better,” said Joshi while talking about China and Australia and the creativity in these markets.
Unwilling to pit any one country against the other in terms of creative output, Joshi said: “…sometimes we see great work coming from China, Singapore. India has done some exceptional work. I feel the idea is to keep learning from each other.”
Going back to one of his favourite subjects, that of languages, Joshi said when he joined advertising, there was only translation to different Indian languages for adaptation. “We talked to a certain section of people only, largely determined by the share of the wallet,” he said.
“Markets cannot do well unless all consumers get empowered, more disposable income comes their way,” he said, adding, “…as distribution of money and wealth increases in Asia and purchasing power goes up, products will start penetrating as it is a chicken and egg situation.”
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