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JWT elevates senior creative leadership team

Swati Bhattacharya, Tista Sen & Senthil Kumar promoted as National Creative Directors. They will report to Bobby Pawar when he moves in

BestMediaInfo Bureau | Delhi | November 24, 2011

Close on the heels of the announcement of Bobby Pawar of Mudra Group set to join JWT as Chief Creative Officer and Managing Partner, the country’s largest ad agency has announced the elevation of its three top creative hands. Executive Creative Directors Swati Bhattacharya (Delhi), Tista Sen (Mumbai) and Senthil Kumar (South) have been promoted as National Creative Directors. They will report to Pawar once he takes over.

As NCDs, in addition to their current mandate and responsibilities towards local clients and office, they will play a larger role for JWT India.

Said Colvin Harris, CEO, JWT India, “I cannot think of three more deserving and talented people who have imbibed the best of JWT values and who believe in the JWT Company. It has taken us some time to recognise that their current roles and responsibilities far exceed what national creative directors in other agencies are responsible for. Given the sheer scale of our operations, and our most admired line-up of India's finest and the world's most admired brands, it was imperative to recognise the creative leadership team with a designation based on their role.”

Harris added, “Given the exigencies of the market and the pressure which is being brought to bear on us to improve our creative work, especially from clients who are in the more competitive categories, we believe that the combined skills and talents of Swati, Tista and Senthil will be able to provide the best solutions for our clients, our brands, and our people.”

A brief look at the career of the three NCDs:

Senthil: He started off as a writer at Akshar, moving to Trikaya Grey in Bangalore and settting up the Grey Sri Lanka office as Creative Group Head before returning home to join JWT Bangalore. In the last 11 years at JWT, Senthil's work on Nike, Levi’s, ING, ITC, Kingfisher, Ford, The Times of India and Unilever has been commendable. He has created campaigns that are successful marketing case studies to win over 200 awards.  His ideas have won India’s first Cannes Gold Lions in Film & Film Craft, India’s first Lotus Roots Grand Prix in Film at the Asia Pacific Adfest, the Yahoo! Big Idea Chair at the Effies, Print Lions, Promo Lions, Design Lions, One Show Digital Content, Cinema and Design Merits, D&AD Merits, Clio Statues, Copywriter Of The Year Medals and other shining pieces of heavy metal.

Swati: She started off by saying "It’s different" on Prahlad Kakkar's dining table and soon enough the entire nation was saying "it's different ".  From the freestyle 'epang opang jhapanging' on Horlicks for the last eight years, empowering it growth from one bottle to 16 brands, Swati is credited with several fabulous campaigns on Maggi, Sunrise coffee, ITC, Unilever, Pepsi and Pizza Hut among others in her 20 years with JWT Delhi. More recently, she has won India's only Gold in Film at the Spikes Asia Awards.

Swati has built a reputation of being JWT's most experienced 'Ghost Buster' for many years, busting marketing problems with big ideas and a coy smile across Kolkata, Mumbai, Bangalore, Chennai and Delhi.  In fact, several of her expressions in advertising have been embraced by the youth into popular culture, time and again.

Tista: She started her career with Whitelight and learnt how to mop studio floors, what not to order for lunch, why film people hate agency types and a whole lot about shooting commercials. After assisting in over 60 films, she started as a writer in Lintas, followed by Ogilvy and a second innings at Lintas. She moved to JWT in January 2001.

After literally growing up amidst big brands, big ideas and big thinking to lead the Mumbai office as ECD, she is as enthusiastic about coming to work as she was on the day she joined.  Tista has been ranked 20th most creative person in Asia -- and has contributed to making the Mumbai office the most creative agency in the JWT network in Asia. Recent wins include Golds, Silvers and Bronzes at AdFest, One Show, Cannes, Clio and a Grand Prix at Spikes Asia. Campaigns close to her heart remain sunsilkgangofgirls.com, Aditya Birla Financial and the Lux Abhi-Ash commercial.


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