In the early part of the year, the global thought leadership of the media services industry had seen an important development when Nicolas Brien, better known as Nick Brien, was shifted in the Interpublic Group (IPG) structure – leaving his role as the CEO of Mediabrands Worldwide, he was given the enormous responsibility of being the Chief Executive of McCann Worldgroup.
Brien’s imprints on McCann Worldgroup’s operations are already beginning to show.
While McCann Worldgroup had begun seeing key appointments in Brien’s core team much earlier in the year, from an India standpoint, perhaps the first sign was seen a month back, when McCann Worldgroup announced the creation of a Creative Leadership Collective, and chose Prasoon Joshi (CEO, McCann Worldgroup India), as the first leader to drive Creative Excellence in the Network. Speaking to exchange4media on this, Brien remarked, “Prasoon is a shining star both in India and within the McCann Worldgroup network, and people need a bright star to follow.”
A noteworthy aspect of the Creative Leadership Collective is that it was not created to represent geographies and truly brought together the creative doyens from the McCann family to deliberate together on the creative output of the agency.
The next, and more recent, was the simple step of evolving the Asia Pacific regional management structure to a regional Executive Committee leadership team that comprised CEOs of the key markets in the region. As per an internal factsheet, the new Asia Pacific ExCo leadership team will include Michael McLaren (Japan), TH Peng (China), Prasoon Joshi (India) and former Lowe Lintas India CEO Charles Cadell (South East Asia & Australia).
The APAC ExCo will begin to operate officially from January 2011 and will report directly to Brien in New York. The APAC ExCo will meet quarterly to review progress against agreed business goals for the year, whilst setting strategy for 2015 growth and development objectives.
The restructuring itself doesn’t impact India immensely. Elaborating further on it, Brien said, “There is no change of plan for India, rather a growing ambition to create the most creative and innovative brand marketing solutions in the market. Prasoon’s leadership role on the newly created APAC Executive Committee and Chairman of the Creative Leadership Collective demonstrates his proven creative skills, business experience and collaborative character on a world stage. Both of these newly created leadership teams are paramount to drive intensity of focus and velocity of decision making.”
The agency has chalked out key drive areas that will reflect the McCann Worldgroup transformation agenda of strategic innovation, creative excellence and performance measurement, “all underpinned with a greater sense of collaboration across the Worldgroup companies, reflecting the new McCann Worldgroup business model structure”.
The important responsibilities of the APAC ExCo will be to drive the following key areas across the region: Creative Excellence (Prasoon), Commercial Expertise (Michael), Talent Superiority (Michael), Strategic Innovation (TH), Technology Enablement (Charles), Marketing/ New Business (Charles), Digital Velocity (TH).
McCann Worldgroup believes that this evolved regional management structure will deliver a more nimble, fluid and flexible leadership team. What these changes have also done is bring McCann on the radar once again. The year 2011 promises to be filled with activities and developments at McCann Worldgroup that would impact India significantly.
Amongst many other achievements in his earlier avatar, Brien can be credited for the vision of Mediabrands Worldwide in the IPG structure that brought the group’s media service assets under the same roof. The company didn’t see an exact structure in India, given the nuance of the market, but with Reprise now officially making way in India, Mediabrands, too, marked its entry in India earlier this year.