 "What we are looking at is measured growth in India: Troy Ruhanen")
Troy Ruhanen, 48, became president and chief executive officer of TBWA Worldwide, the US-headquartered international advertising agency, part of Omnicom Group, in July 2014. In his first visit to India since taking charge, he tells Viveat Susan Pinto that group chief John Wren has given him a clear brief on pushing operations in India, a key market. Edited excerpts:
Tell us what John Wren precisely told you. What is his vision for TBWA in India?
The good thing about John is that he is not prioritising Omnicom but its agency brands, not only in India but globally. A big difference from what some of the other big networks do, where the focus is on actions that add back to the holding company than the individual agency brand.
You were part of John’s team during the proposed merger of Publicis and Omnicom in 2013. Are you disappointed it failed?
We have moved on well since the failed merger. It was interesting to be involved in the talks and to be part of John's team that was leading negotiations on that front. I saw a lot and I am happy for Omnicom. The latter is a healthy holding company. It has been very consistent in its performance. And, more so after the merger failed to take off.
McCann India’s former chief operating officer Govind Pandey will lead TBWA here, a move being watched closely in advertising circles. Are you confident he will deliver the goods?
Govind happened to us after a protracted search. There were quite a few candidates we had explored. Govind fit the bill. There was a meeting of minds. We are confident that with him on board, the agency is in safe hands and that he will set out to do what is expected of him. Which is to get the agency noticed, attract the right talent and business.
Who else is joining TBWA in India?
A new planning director will join us soon. He is a senior resource. There are two new hires in Digital Arts Network, the digital arm of TBWA. Govind is also building his team within TBWA. So, yes, talent will come on board in the coming months.
What took TBWA so long to get its act together in India?
I came on board 18 months ago and my first priority was to stabilise the ship globally. TBWA is the youngest network within Omnicom. We have legacy clients such as Apple, as well as businesses such as Nissan, Gatorade and Adidas on our global client list. We've also had a very successful new business run in Silicon Valley in recent months. We count companies such as Netflix, Twitter and airbnb as our clients. In India, we've added businesses such as Godaddy to our list. We also have clients such as IDFC and Kuoni in India.
So, there is a lot of work we've done in recent months, globally and here. The next task was to get the people on board and re-define our culture. That is what we are now doing.
India will also host TBWA’s global creative council for the first time. Is this your way of demonstrating its importance?
It is one step in that direction. There will be more of this. The creative council meets thrice a year. Fifteen of TBWA's top creative leaders will be India for a two-day meet, beginning this Wednesday. The meet is intended to dissect work from TBWA's offices from across the globe. The fact that it is happening in India will benefit the local team. They will understand what is expected of them and how their global peers behave.
Are you open to making acquisitions in India?
Yes. But, if you are asking me whether we propose to acquire another ad agency, the answer is no. What we are looking at is emerging categories such as digital, social or shopper marketing, where the possibility of growth via the inorganic route is enormous. Our strategy will be to have specialists within the agency, who will all work to push the TBWA brand. So, yes, specialist units will be there. But, integrating all of this so that they can deliver one solid idea across media and platforms will be our endeavour.
If we can deliver one or two such ideas this year, it would be great.
Tell us what John Wren precisely told you. What is his vision for TBWA in India?
The good thing about John is that he is not prioritising Omnicom but its agency brands, not only in India but globally. A big difference from what some of the other big networks do, where the focus is on actions that add back to the holding company than the individual agency brand.
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In that sense, John's approach to the business is different. India is an important market and John is clear we have to grow but it is not explosive growth that we are seeking. Instead, what we are looking at is measured growth in the Indian market.
You were part of John’s team during the proposed merger of Publicis and Omnicom in 2013. Are you disappointed it failed?
We have moved on well since the failed merger. It was interesting to be involved in the talks and to be part of John's team that was leading negotiations on that front. I saw a lot and I am happy for Omnicom. The latter is a healthy holding company. It has been very consistent in its performance. And, more so after the merger failed to take off.
McCann India’s former chief operating officer Govind Pandey will lead TBWA here, a move being watched closely in advertising circles. Are you confident he will deliver the goods?
Govind happened to us after a protracted search. There were quite a few candidates we had explored. Govind fit the bill. There was a meeting of minds. We are confident that with him on board, the agency is in safe hands and that he will set out to do what is expected of him. Which is to get the agency noticed, attract the right talent and business.
Who else is joining TBWA in India?
A new planning director will join us soon. He is a senior resource. There are two new hires in Digital Arts Network, the digital arm of TBWA. Govind is also building his team within TBWA. So, yes, talent will come on board in the coming months.
What took TBWA so long to get its act together in India?
I came on board 18 months ago and my first priority was to stabilise the ship globally. TBWA is the youngest network within Omnicom. We have legacy clients such as Apple, as well as businesses such as Nissan, Gatorade and Adidas on our global client list. We've also had a very successful new business run in Silicon Valley in recent months. We count companies such as Netflix, Twitter and airbnb as our clients. In India, we've added businesses such as Godaddy to our list. We also have clients such as IDFC and Kuoni in India.
So, there is a lot of work we've done in recent months, globally and here. The next task was to get the people on board and re-define our culture. That is what we are now doing.
India will also host TBWA’s global creative council for the first time. Is this your way of demonstrating its importance?
It is one step in that direction. There will be more of this. The creative council meets thrice a year. Fifteen of TBWA's top creative leaders will be India for a two-day meet, beginning this Wednesday. The meet is intended to dissect work from TBWA's offices from across the globe. The fact that it is happening in India will benefit the local team. They will understand what is expected of them and how their global peers behave.
Are you open to making acquisitions in India?
Yes. But, if you are asking me whether we propose to acquire another ad agency, the answer is no. What we are looking at is emerging categories such as digital, social or shopper marketing, where the possibility of growth via the inorganic route is enormous. Our strategy will be to have specialists within the agency, who will all work to push the TBWA brand. So, yes, specialist units will be there. But, integrating all of this so that they can deliver one solid idea across media and platforms will be our endeavour.
If we can deliver one or two such ideas this year, it would be great.