IIPM, GURGAON
...so are these just routine goodbyes or there’s more to it than meets the eye!
K.S. Chakravarthy (Chax), Ashutosh Khanna, Pratap Suthan (Pat), Santosh Desai are just a few of the ad-frat stalwarts who have recently shifted their address. No, they haven’t moved houses,but companies. Trailblazers for their respective companies – Chax was National Creative Director for Rediffusion DYR; Ashutosh and Pratap were COO and National Creative Head for Grey Worldwide, respectively; and Santosh Desai was COO for McCann Erickson – they’ve all recently left companies (that were nearly synonymous with theirnames), and that too at the peak of their careers. So what’s up? Whatmade them leave companies they helped building? Was money the only motive behind these high profile exits? Santosh Desai, who quit to join retail giant Kishore Biyani’s Future Brands, disagrees. His reasons for the shift are “more avenues to explore and exploit his creative talent”. Chax also asserts that he is out to explore. “With so many newer opportunities out there like animation, screenplay writing, feature film direction, I am still undecided about my future course of action,” he says.
Many aver that there are not many challenges left at senior levels as you are working with the same clients and same design briefs over and over again, rendering those ‘grey cells’ susceptibleto monotony. “People move in any industry, why single out advertising? And let’s put what is wrong with Grey at rest, as there is nothing wrong with us. Ashutosh and Pat were two assets to the company but their departure has not caused a dent to the business. It has provided newer opportunities to test out the skills and calibre of our staff,” stresses Nirvik Singh, Chairman, Grey Worldwide.
Ashutosh Khanna who’s set to join Korn/Ferry International, a global consultancy and recruitment company, feels that a complete shift from communication consulting to HR is an offer he could not resist. “Age is still on my side and I wish to challenge my calibre to its extreme,” he says. Moving to another vertical may well be okay, but for within advertising high profile movements, there’s always the fear of an agency’s key accounts moving with the star employee. Creative duties for the entire Parle Agro, a Rs.30 crore account moved out of Grey Worldwide with the exit of Raj Kurup, Regional Creative Director. So let the cat go, but don’t let it swallow the canary!
Research bureau: Priyanka Rajpal
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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