Piyush Pandey, executive chairman and creative director of Ogilvy and Mather (O&M) for India and South Asia, is scaling up the advertising agency’s operations in key areas like digital media, healthcare and rural communications to sustain leadership in the Rs 31,877-crore Indian advertising industry. The agency is also turning its focus towards grooming young creative talent to take on bigger responsibilities in operations, Pandey told Lalitha Srinivasan in an interview. Excerpts

What will be your core strategy to sustain leadership in the Indian ad industry?
Our key strategy is to inspire and grow young creative talent so that we do not have to look for competent people outside. We encourage younger people to take on bigger responsibilities at O&M. We have built competencies in digital media, rural and healthcare communications to fight competition.

After acquiring digital firm PennyWise Solutions last year , are you looking at further acquisitions in India?
We are open to acquisitions if it helps us cater to our clients’ evolving communication needs.
Acquisitions are always on our mind as they help us offer value-added services. Acquiring PennyWise was a strategic investment as it combines the digital skills and services of both companies to deliver solutions for our clients.

How significant is O&M India’s  role in the group’s global operations? Do you have plans to set up any creative hubs in India to serve global clients?
India plays a very important role in O&M’s global operations. In fact, we are one of the top five regions in worldwide operations.  We will continue to retain our position and improve on it.
Our people are called to work for important global assignments. Depending on our global clients’ needs, we will set up India as a creative hub. We have knowledge sharing programmes with our global counterparts. In fact, we learn from each other.

How has been the response to your awards show ‘Envy’? Will you be taking part in award shows like Abbys?
We are very happy with the response to Envy, which is why we have now launched the second edition. As for taking part in other awards shows, I have never said no to anybody. If people get their act together and if we think its worth our while, we will participate in it. We have not banned anybody. If someone has a meaningful awards show, we will
participate.

What is your vision for O&M India?
With or without Piyush Pandey, O&M India should be the leader in the Indian ad industry.

By Lalitha Srinivasan