WHAT I LEARNT FROM
MY COMPETITOR(10)
“CP+B Showed us that Even
Conventional Media can be Interactive“
Prasoon Joshi, CEO, McCann Worldgroup India and chairman (Asia
Pacific)
CLAIM TO FAME: Writer,
lyricist and adman, Joshi has under his belt not only Bollywood hits like Rang
De Basanti and Taare Zameen Par but also ad hits like the Happydent `Palace'
commercial. Currently, he's scripting Maggi's comeback campaign THE LESSON: Having
chaired several juries at international advertising award shows like the
Titanium & Integrated category at Cannes Lions, Joshi finds that great
work, irrespective of its provenance, makes him “wish I had done that“.Work
like Project Daniel by Mick Ebeling's Not Impossible Labs and sponsored b
Precipart and Intel. Together they set up the world's first prosthetic lab
powered by 3-D printers that creates arms for children in war-torn Sudan. So,
in a way, the agencies and firms respon sible for the campaigns which inspire
him are Joshi's competition. But one in particular has his undivided attention
-Crispin Porter + Bogusky. (Incidentally, CP+B's former worldwide chief
creative officer, Rob Reilly, is currently global creative chairman of McCann
Worldgroup.) tive chairman of McCann Worldgroup Says Joshi, “A few years ago,
all I used to hear was `everything should be interactive'. CP+B showed us how
to think outside the box and that even conventional media can be interactive.“
(Delshad Irani)
ETM27DEC15
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