It’s action time again at Leo Burnett. The agency has elevated two of its executives to take on the roles of Executive Creative Directors – Santosh Padhi, Creative Director and National Head of Art, and Nitesh Tiwari, also a Creative Director. Both Padhi and Tiwari will report to K V Sridhar, National Creative Director, Leo Burnett. The changes take place with immediate effect.
Confirming the development, Leo Burnett officials said that the move was made to further strengthen the creative function of the agency. The role of an ECD has been vacant ever since the exit of Agnello Dias from the agency.
Padhi, better known as ‘Paddy’, had joined Leo Burnett in 1999 as Senior Art Director. Since then he has been promoted as Group Head, ACD and Creative Director, before finally assuming the post of National Head of Art in 2004. He has been ‘Art Director of the Year’ three years in a row, besides winning nominations and awards at Cannes, One Show, D&AD, Clio, Ad fest, Media Asian Awards, New York, etc.
Speaking on the new role, Padhi said, “There are more responsibilities now and it is more than just execution and art direction – there will be big ideas and building brands a lot more now.”
“Responsibilities always mean being a lot more charged up and it’s always good fun. So, I am looking forward to it,” he further said. He will be working together with Nitesh Tiwari on some of the projects.
Tiwari graduated with a B.Tech from IIT Mumbai. He began his career as a copy trainee with FCB Ulka, Mumbai, where he worked for four years before moving to Lowe, Mumbai. Nitesh joined Leo Burnett as Creative Director in October of 2003.
Since then he’s been responsible for some memorable campaigns such as Hitachi Atom (Where’s the AC?), Heinz Tomato Ketchup (Takes a while to come out), Creamfills Alpenliebe (Kuch alag achanak), Tide (New Pinch) and HDFC Standard Life Pension Plans. Some of his work has been awarded at CAG, Abbys and AAAIs.