Prasoon Joshi to head McCann’s global council

MUMBAI: Prasoon Joshi, the executive chairman of McCann Erickson India, has been appointed the chairman of advertising firm’s worldwide creative leadership council, making him the highest-ranked creative professional in the New York-headquartered agency.

Confirming the development, Joshi said that the position is the senior most for an official from the creative side within the agency. “McCann doesn’t have a global creative director. The chairman of the creative leadership council is responsible for McCann’s worldwide creative mandate,” he said.

Executives in advertising firms are classified in three broad categories — creatives, client servicing and strategic planning. Creatives, easily the most glamorous, are the people who write the advertisements that millions get to see while those in client servicing and strategic planning have to acquire clients.

Joshi, who also holds the position of regional creative director for Asia Pacific and is a member of the McCann Erickson board, has also become the first Asian to be appointed as chairman of the worldwide creative leadership council.

Joshi will preside over a council that has six senior officials from the creative side from different regions of the world — The US, Europe, Latin America and China. Some of the members of the council are Washington Olivetto from WMcCann, Brazil and Carol Lamb from McCann China.

“One of the key mandate is to nurture creative talent for McCann from this part of the world,” Joshi said, adding that he will be based in India and will continue to head the creative duties for the Indian operations as well.

Creative work will need to move in tandem with the changing objectives of clients, Joshi said. “One will have to make necessary course corrections keeping in mind the client requirement and the market dynamics,” he said.

A major McCann client, Coca-Cola, has set up an internal creative excellence group to drive consistent creative work across market.