Its musical chairs for the advertising industry in Delhi, as professionals often hop from one agency to another, only to return to the same agencies where they once worked. While this trend is now almost routine, JWT decided to break the chain and rope in talent from the international market.
Says Rohit Ohri, senior vice-president and managing partner, JWT, "The idea behind getting people from the international advertising industry is to infuse it with fresh ideas and sensibilities. We feel that the Delhi-based industry has been working with the same set of talent for a while now. We need new people who would present fresh perspectives."
Additionally, the agency has got two creative directors on board, Nazly Kasim and Devina, both from Kuala Lumpur. Kasim joins JWT from Saatchi & Saatchi, where he was senior art director. Before that, he was art director at Grey Worldwide. Devina, too, comes on board from Saatchi & Saatchi.
Commenting on the selection of the right kind of people, Ohri says, "One of the most important things that we are looking at is the ability to take a communication strategy across mediums such as television, print, radio, outdoor and digital. We often bring in people from mature markets where they have had the experience of communication launches across various channels. We at JWT, are combining both the international and the Indian experiences, thus introducing new concepts for clients."
JWT has set a precedence. Is it the start to a new trend for the advertising fraternity to follow? Let's wait and watch.