McCann is busy putting its house in order. The most recent addition is the duo Manish Bhatt and Raghu Bhat (erstwhile creative directors at the Ambience Publicis, Mumbai) who are joining McCann as creative consultants on July 20.
The development was confirmed by Bhatt who stated, “Our association with Prasoon Joshi goes back a long way, right to the point where we worked together at the O&M Delhi office. We have been avid admirers of Prasoon’s work, more so in the O&M days and have been looking for a chance to get together with him again. As it happens, the moment was just right. We were scouting for a change and Joshi offered to take us on. McCann, as an agency, has been delivering some great creative output, and we are pleased to be a part of it.”
Some attribute the sudden exit of the duo to the arrival of Pushpinder Singh at Ambience. When asked about the reasons for the sudden departure after a tenure of three and a half years, Bhatt said, “Raghu and I have always reported to legendary figures in the field of advertising, be it Piyush Pandey, Elsie Nanji or Sonal Dabral, and we felt a void on the same front at Ambience. Besides, we have always been used to handling big accounts at O&M, and felt that we had not been given our due at Ambience. Nonetheless, we have made significant contribution in retaining Ambience’s reputation in the market and have been responsible for some class advertising, which has won it repute at an international level.”
All attempts to reach Prasoon Joshi were unsuccessful. However, in an earlier interaction with exchange4media.com, Joshi had addressed the question of hierarchy in a creative set up, and the kind of consequences that can occur as a result of it. Joshi stated, “They (the creative people) need a figure that they can look up to. This is one profession, where respect is not sought after on the basis of seniority but on the basis of talent. If a creative guy does not respect the work of the person he’s reporting to, he would naturally want to make a quick exit.”
The Bhatt and Bhat duo have been together for a period of seven long years and have worked on accounts such as Parachute, Nerolac, Nutrela and Whitehall Whiskey and Elle 18.