Manish Porwal has decided on his destination next. Moving out from the media agency business, Porwal is slated to join Percept Talent Management (PTM) as CEO. He joins on January 7, 2008, and would be reporting to the Percept Holdings board. Currently, Porwal is MD, West & South (India), Starcom Worldwide.
Percept will revamp its Talent business model with Porwal at its helm. Earlier in the year, Percept Holdings had launched its Talent management initiative with Lachlan Murdoch as its partner. The business is a 50:50 joint venture between Percept and Murdoch’s Australia-based company Illyria. PTM would represent celebrities from the fields of motion pictures, television, fashion, music, sports and branded entertainment, and would manage the entire spectrum of marketing, financial, administrative and other needs for talent in the media and entertainment space.
Shailendra Singh, Joint Managing Director, Percept Holdings, said, “The business of talent is huge. We have spent 14 years in this space, but I believe we have only just begun. If learnings from the developed nations are any indication, one day all talent in India will be owned, managed and leveraged by talent companies. With Manish’s background and commitment to the vision, I am sure Percept will have a significant role to play towards this change.”
Percept has been trying to persuade Porwal for over a year now. Singh said, “This business is all about the right people, and in Manish we saw that. The best thing about him is that he understands the advertiser which is the other end of the stick. We are very excited to see this unit grow under him.”
Porwal has been with Starcom Worldwide for over four years, and would be completing his notice period at the end of this year. At Starcom, he brought to the table client engagement skills, ideas, and business strategy.
PTM is designed as a 360-degree model covering all aspects of exposure possible for a talent. It would acquire talent across all genres, and provide offerings in management areas like legal, financial, tax, wealth, health, diet, image and social responsibility. It would also look after a celebrity’s or talent’s professional contracts, presence in the digital domain, merchandising, publishing, media tie-ups, below-the-line events, public relations and grooming, relationship management and endorsements.