Individual Culture Should Be "Safeguarded" In A Collective

ADITYA KANTHY, the CEO of the recently formed Omnicom Advertising Services (OAS) in India discusses how individual brand ethos will be invested in and nurtured for BBDO India, DDB Mudra and TBWA\India despite the formation of an umbrella OAS framework  

- Neha Kalra

You have spent now two decades with the DDB Mudra Group. How have you seen the evolution of the agency from an independent outfit to becoming a part of one of the world’s largest agency networks?

Joining the agency which was (A.G.) Krishnamurthy’s legacy, I took pride in Mudra, especially as a Mudra Institute of Communications, Ahmedabad alumnus. Witnessing its evolution under Madhukar Kamath’s leadership into a marketing communications group with a creative agency network was a privilege. Global business shifts towards digital and specialised media prompted Omnicom, among other holding companies, to guide clients through the changing marketing ecosystem. The formalisation of our relationship with DDB, merging Mudra’s entrepreneurial success with DDB’s creative excellence, defined the last decade. Now, with the chance to contribute more significantly to Omnicom’s journey in India, I look forward to the exciting opportunities this move has brought us.

As you mentioned, it has been 12 years since Mudra merged with Omnicom in India. During this time, how did the DDB Mudra Group align with the global trajectory of Omnicom’s operations?