Top creatives appear to be abandoning large agencies

Televisionpoint.com Team
Over the last six months, several of the biggest and most creatively-driven Indian agencies have lost key personnel from their creative departments, on a scale that's been quite unprecedented.

Here's a rollcall of those opting for life outside the big shops: D Ramakrishna, aka Ramki, from JWT, where he was ECD in Mumbai; Adrian Mendonza, a veteran at Rediffusion DYR; Milind Dhaimade, ex creative head of WPP's Everest Brand Solutions; and Pushpinder Singh from Ambience Publicis, after barely a year into his role as national creative director. The departures have raised questions whether large agencies are providing the kind of creative environment senior talent thrive on.

Some consider the recent departures mere coincidence, while others see it as yet another sign of growing dissatisfaction with the agency system. Ramki, for one, believes that the departures were noticeable only they happened in quick succession, but admits, "The times are very exciting,and agencies don't seem to be in the best place to reap that excitement."

Adds Mendonza, "I left for greater freedom,rather than get stifled by the atmosphere within large agencies." He believes agencies change the positioning of products with every campaign, are often unable to get a grasp on new media, and are losing the ability to take risks, all of which reduces the prospect of creating good work daily.

Importantly, most of the excreative directors do not intend working again at a traditional agency in the near future. Independent creative consultancies and stints at ad filmmaking are deemed more attractive career options. Ramki joined JWT from Lowe, and was believed by many to be a serious contender for the post of national creative director. However, he says his departure was about wanting to move on from advertising.

"If I didn't do something now, I would never have and would've hated myself for it. The only way to do all the things I want to do is alone."

In his as-yet unnamed shop, Ramki preaches that he wants to offer communications solutions devoid of 'ulterior motives'. He would prefer a role where he takes up a brief, "happily unaware of what I will suggest a couple of weeks down the road", a noble thought but will market realities allow this?

The idea of working at one's own pace also appeals to Mendonza, "It's very liberating. I'm enjoying the whole creative process in a sharper way." His new creative outfit, Water, is barely a month old, but Mendonza is clear on what he has on offer — turnkey creative solutions on a project basis. He's currently working with agencies like Mumbai-based Flagship and Dentsu, headed by ex-Rediffusion CEO Sandeep Goyal.

One ex-CD opting for a role behind the camera is Dhaimade, who left Everest just after the 100-year old agency was seen making a comeback. While Singh declined to comment on his future, his tenure as national CD at Ambience Publicis was beset by rumours of dissatisfaction among key clients and agency personnel. His exit came, ironically enough, close on the heels of a much-publicised email to colleagues assuring them he was in for the long haul. Ramki effectively sums up the spirit that's driving a lot of the people who've decided to opt out of the agency system: "A career is too precious to be wasted on one area. I want to do at least 10 exciting things in different fields."