Poll advertising a great way to study consumer mind: Prasoon Joshi

Ad agency McCann India was adjudged the Agency of the Year at the Effie Awards on Friday, for the second consecutive year. Some of the biggest agencies in the country — Ogilvy (runner-up and winner Grand Effie for its Fevikwik campaign), J Walter Thompson and DDB Worldwide — took part. The Effie Awards has emerged as a strong alternative to the Abbies. McCann’s India Chief Executive Officer and Asia-Pacific Chairman Prasoon Joshi tells Viveat Susan Pinto how advertising in the run-up to the elections is likely to pan out. Edited excerpts:

The fight between McCann and Ogilvy at the (Effie) awards