Porwal, managing director, India West and South, Starcom Worldwide, will join Percept Talent Management (PTM) as chief executive officer from January 7, 2008. Porwal is serving out his notice at Starcom till January 4.
PTM is a 50:50 joint venture between Percept Holdings and Illyria, Lachlan Murdoch's company in Australia. PTM aims to provide 360 degree solutions for talent from the entertainment arena, including films, music, sports, fashion, direction, writing, modelling and acting.
Commenting on the move, Porwal says, "I wanted to do something different and explore other aspects of communication. Human talent is the most crunched resource. At Percept, my mandate will be largely to find the exact match between brands and the right talent."
Porwal was recognised as the seventh most influential person in media this year by Brand Equity. He is a management graduate from the Narsee Monjee Institute of Management Studies. He started his career in 1995 in media planning and buying with FCB-Ulka in Mumbai. Then he joined Everest in New Delhi and handled account management and new media business acquisitions along with media planning. Later, he moved to Vijay TV to look after broadcast sales and marketing and then to BBC World as regional sales manager, West and East.
PTM has been instrumental in creating various brand-celebrity associations such as Amitabh Bachchan for Rin, Rani Mukerji for Nestle Munch, Shah Rukh Khan and Sachin Tendulkar for Airtel, Priyanka Chopra for Tag Heuer, Preity Zinta for Head & Shoulders, Hrithik Roshan for Hero Honda, Kareena Kapoor for Citizen watches and L'Oreal, and Mallika Sehrawat for 7Up.
Shailendra Singh, joint managing director, Percept Holdings, says, "The business of talent is huge. If learnings from the developed nations are any indication, then most talent in India will be soon owned, managed and leveraged by talent companies. Percept plans to build and strengthen its asset based businesses through talent. With Manish's (Porwal) background and commitment to the vision, Percept is likely to have a significant role to play in this change."