The year 2013 brought in good tidings and plenty of action with the opening of new arenas for McCann Worldgroup India and its Executive Chairman and CEO Prasoon Joshi. The year kicked off with McCann Worldgroup India‘s acquisition of Bangalore-based marketing services agency, End To End Marketing Solutions.
Joshi was also the first Indian to edit the Gunn Report, a global index of creative excellence in advertising, adding to this, he also won his second National Award for the film ‘Chittagong’, based on the Chittagong uprising of 1930, for his lyrics for the song ‘Bolo Na’.
The agency saw a renewed focus on sports this year, with work for Star Sports, Mumbai Indians, Champions League, Indian Hockey League and Indian Badminton League.
Joshi believes that 2014 will be a time of uncertainties, a year in which clients may prefer to wait and watch and adopt a cautious approach. “Half the year is going to go in elections, with people making their own assumptions and predictions. It is going to be a very noisy and busy year as far as politics is concerned, only towards the second half will you see some stability emerging hopefully. All said and done, an election year is an election year, and you know there is going to be change even with the same government. We have to be tough, and as McCann, we are equipped to handle the situation, and I hope the latter half of the year will see much better growth.”
One of the issues that plagued the advertising fraternity in 2013 was the issue of proactive work – something that Joshi hasn’t shied away from addressing. “All agencies are a set of people only, we have to learn from each other. Awards are meant to sharpen your tools to partner clients, that’s the way I see Cannes, and participate there. Awards are part of an eco-system and not an end in themselves, this needs to be understood very clearly.”
Joshi believes that the advertising industry has a very nice self-check and regulation built in. “If you use awards for the wrong reasons, the system will throw you out. Survival is the best cleansing system, if something harms the basic reason for existence of the industry, those things will automatically go out,” he concluded.
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