Leo Burnett has restructured its Mumbai operations. The agency has reassigned responsibilities at the senior level, and created independent units that will handle advertising for different clients under the Leo Burnett banner.
The agency has split itself into three sub-agencies. Each independent sub-agency or unit will be put under an Executive Creative Director, and will generate its own revenue and cost model while handling different accounts. Nitesh Tiwari, Sukumar Menon and Sriram Iyer are the three ECDs who would head each of the three independent units.
Besides this, the agency has also created a new retail initiative, which will be handled by Roopam Borah, ECD from Mumbai. Much was not disclosed on the details of this department. However, it is estimated that it would formally take off within the next few months.
Some of the other changes include the elevation of KP Vinod as ECD heading Arc Worldwide, Burnett’s interactive division, and of Santosh Paddy as ECD, National Resource. Paddy will overlook the creative functions of both Mumbai and Delhi offices.
KV Sridhar, National Creative Director, explained that the reason for this division was the increasing pressure of a huge number of clients. “The number of clients that we handle has increased tremendously over the last one or more years. Given this situation, we need some amount of division of responsibilities,” he said.
Sridhar added that there was no restructuring taking place in Leo Burnett Delhi. “The reason is that our Delhi unit is not as huge as our Mumbai unit,” he said.
Arvind Sharma, Chairman and CEO, Leo Burnett, said, “We feel that it is important that the agency is increasingly led by our creative staff. We are excited about the opportunities that this is going to create for our clients’ brands. We are not planning to have any restructuring in Delhi, because it is doing extremely well and doesn’t require any restructuring at this moment,” he said.
Sridhar however said that there was no plan to re-brand the three agencies or units. “We might consider that in the future, but nothing of that sort has yet been planned. All three units will remain Leo Burnett agencies,” he said.
Nitesh Tiwari’s unit will handle PNG, Reliance, Perfetti, HDFC, Heinz Ketchup, Elder Pharma, Sony, Whisper, Tide and Rejoice, while Sukumar Menon will be handling UTI Mutual Funds, Bajaj Electricals, Glucon D, IDBI, DIAGEO and Reliance. Sriram Iyer, on the other hand, would be looking after Complan, McDonalds, Tata Salt, Pidilite and Times Now.
Menon, who recently joined the agency as ECD, said that he was looking forward to his new assignment. “We are now going to be a completely separate unit or agency, and although there will be some amount of coordination and interaction between the three, we will be functioning like a complete agency on its own,” he said.
Iyer too said he was looking forward to the new responsibilities. “It is going to be a completely new challenge and we are looking forward to it,” he said.
Roopam Borah, who as ECD would be handling the new retail initiative, said that only basic plans had been chalked out and was unable to disclose much yet.
Vinod, who will be heading Arc Worldwide, said, “The whole point behind the initiative is to be able to provide an independent solution for a given problem. It is about bringing about an integrated understanding. Arc works on the digital, new media or interactive model in trying to find an overall solution.”