Exclusive | About Leo Burnett's re-structuring: Pops, Sharma and Tutssel

Post the big announcement of transforming itself, Adgully caught up with Leo Burnett's K.V. Sridhar a.k.a Pops, who is the Chief Creative Officer, India Sub-continent. He is known for his vision and understanding of where brands and brand communications are going. Part of the conversation were Arvind Sharma, Chairman and CEO, India Subcontinent and Mark Tutssel, Chief Creative Officer, LB, Worldwide who spoke more about the changes made at the company.

Speaking about the big news, Arvind Sharma says, “It was appropriate to signal the news probably in terms of recognising Nitesh Tiwari who has been promoted as Chief Creative Officer of Leo Burnett India. I feel he is a passionate man with incredible following in the industry and has the talent of producing great body of work and also other incredibly creative people that we have as our resource. They all have the sense of accepting their responsibility and so we are really excited to give them the new set of responsibilities.”

If one shall see, the agency has re-aligned entirely towards ‘young talent’; so what do we see going forward. Answering the question Pops said, “I think ‘change’ is really important and this change is a completely notable change in the agency. With the young team we have the young leaders speaking the new-age language of understanding the brands. So re-inventing is necessary to be ahead of the curve. I feel the young talent can not only keep up but make the agency step ahead of everyone. They have the talent and the mindset to address these challenges with fresh ideas and solutions across new media".

“There are two things that we have done: one is that we made the young generation to take over and lead this change and then we also extended the portfolios of our creative directors so that they can really concentrate and tell the story of the brand in all the available channels in a completely different way instead of focusing on a 30 second commercial and adding a very limited window for brands and clients,” he added.

According to Sharma the two things that need immediate attention include opportunity and brand building. "Opportunities that exist in sub-continent, opportunities that exists for all the Leo Burnett’s brands that we have and take these opportunities and build the brands”, he said. 

Concluding the conversation, Mark Tutssel said, "The world is changing rapidly and fresh talent has fresh new thinking of our business. Also, we already have visionary likes Pops and young leaders to keep this thinking pumping and motivate them in generating new and dynamic ideas.” | By Aanchal Kohli [aanchal@adgully.com]