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McCann Erickson with Prasoon Joshi at Golden Drum’s Creative Academy

This year’s Golden Drum Creative Academy is bringing the thoughts and insights into key topics of four large advertising networks. McCann Worldgroup will present a theme, given by the organisers, Advertising Eros with Milka Pogliani, Chairman of European Creative Council EMEA, Executive Creative Director, McCann Worldgroup, Italy; Adrian Botan, Regional Creative Director Central and Eastern Europe, McCann Erickson and Prasoon Joshi, Executive Chairman McCann Worldgroup India, Regional Executive Creative Director Asia Pacific, McCann Erickson, Mumbai, INDIA on Wednesday, October 8, 2008, 10 a.m., Kodak Hall, Grand Hotel Bernardin, Portoroz, Slovenia

PRASOON JOSHI

Prasoon Joshi is recognized for bringing about a paradigm shift in the advertising industry. Considered the torchbearer of the young breed and the contemporary face of Indian advertising, he is also credited with creating a new code, a new language for advertising in India. Apart from the linear Western style, he chose to exploit the inherent ‘chaos’ of the Indian way of life and created a distinct identity for Indian Advertising. His work has gained credence, both with the masses, and international juries.

Turning the fortunes of many big brands, he is accredited with marrying ‘creativity and scale’ – hitherto considered mutually exclusive. From the path breaking Coca-Cola campaign, to 2007’s Happydent Palace chewing gum, which was rated India’s number one commercial of all time, his work speaks for itself.

Under his leadership McCann Erickson India has transformed to a veritable creative powerhouse and has been acknowledged as one of the most respected and admired agencies in India. The success in India has set in motion the creative renaissance of McCann in Asia with its Malaysia, Singapore and other offices steady climb.

Prasoon has won more than 400 advertising awards including Gold, Silver and Bronze Lions at Cannes, Ad Fest Asia, Media, honours at The One Show, D&AD, Clio and a surfeit of national awards stand testimony to his achievements.

He has also been named a ‘Young Global Leader’ by the World Economic Forum. He joins leading public figures and intellectuals under the age of 40 who have been selected to collectively shape the world’s future.

A few months ago on the occasion of India’s 60 years of independence, a leading national publication put Prasoon amongst the country’s ‘Top 60 Icons’ for his contribution in several fields that have shaped and impacted the public consciousness.

As a prolific poet he has had three books of poetry and prose published – the first at the age of 17 – and a fourth nearing completion.

An accomplished songwriter, he has music albums and Indian feature films to his credit. He is critically as well as popularly acclaimed in this field. His feature film ‘Foray Rang De Basanti’ was nominated at BAFTA for song and dialogue writer. His song was in the top 15 list of the Oscar nominations in 2007.

This writer poet with a management background believes in breaking moulds and although his creativity finds expression in other playing fields, he considers advertising his first love and a modern art form.

MCCANN WORLDGROUP: ADVERTISING EROS

Advertising is about much more than just conveying messages and special offers or delivering brand promises. At its best, it is about targeting hearts and minds of consumers with Cupid’s arrows, triggering desire, passion and aspirations to become part of a special, brand-related world. Branding at this level becomes the development of an erotic attitude towards a name, a brand, an image or a personality. It is much more than mere problem solving. It is the supremacy of Ethos over Ratio. It is a magnetism that connects people and makes sense with its content. And eventually the advertising business has a specific erotic appeal of its own that attracts the young, the curious, the ambitious and the creative.

The Golden Drum Creative Academy 2008 could discuss the AD EROS and its future in the age of direct digital communications. Isn’t the rational part of the advertising industry becoming ever more prevalent? And is it at all possible to project Eros’ power without the mass media?

Ljubljana, 15 September, 2008

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