Desai, however, says that the rise of creative directors to managerial positions only signals the reduced responsibilities of an ad agency. He says agencies have been reduced to a “creative services set-up” while earlier, planning and client servicing played just as important a role.
It’s also a way of retaining people, he says. “They (global managements) think that they can give additional responsibilities and retain talent. A creative chief is more accessible to clients and it’s a lot easier to cement client contacts and relationships.”
Some international ad networks and creative chiefs also say that people from the creative function are often more open to change than others. “Lowe is an ideas factory. I’d like our work culture to be such that we produce better ideas. I’d like layers and bureaucracy to be cut off and things to get done faster,” says Balki.
Other than starting new domain-specific agencies, and perhaps a local agency servicing local ad accounts under the Lowe umbrella, Balki hopes to revitalize SSC&B Lintas Pvt. Ltd as a strong second agency or an agency that focuses on clients in specific businesses such as retail and finance.
Paul says a leader who comes from the creative function can usher in faster turnaround time on projects and create leaner structures and a culture of creativity. “The walls between account management, planning and the creative department begin to collapse. In fact, the agency becomes less organizational and more of a creative community.”
The most important benefit that such people bring to the business is passion, says Pandey. “We don’t understand machinery or hierarchy. Only passion for the business,” he says.
Also, the global model allows such people to enjoy the power, money and security of being part owners of a set-up without having to take the risk of starting their own agency. Paul is an example of this best-of-both-worlds solution.
“It’s a world of asset creation. You don’t make assets by remaining an employee. You get equity instead,” says Desai.
“And what’s wrong in it? If you make business for the agency, what’s the harm in getting earnings out of it?” adds Pandey.
In the US and elsewhere, some holding networks are encouraging their creative stars to set up agencies under the umbrella of the holding company or global network. TBWA\Chiat\Day North America executive creative director Chuck McBride launched new San Francisco boutique agency Cutwater with the backing of the Omnicom Group. Several TBWA\Chiat\Day San Francisco clients moved to the start-up, including brands such as Ray-Ban and Fox Sports.
Such equity-based models may take wing in India, especially since there aren’t too many good senior creative directors in the ad business here and those that are around are faced with attractive career options in businesses such as media, entertainment and retail.
However, the attraction of being a leader may actually matter more to some than equity stakes.
“Leadership gives you opportunities to create something new and wonderful. It brings you closer to the truth of the business and allows you to protect the core reason why we all joined the business. Equity is a numbers game. It gives you a certain amount of control and a sense of ownership,” says Paul.