We move to the next subject. Once he transitioned from National Creative Director to boss man & supremo, did he have any special game 
plan to power the agency ahead? Any specific (hitherto untapped) thrust areas to leverage in the task of moving ahead? Any unique vision? Joshi honestly confesses that there was no special blueprint because this was a very critical decision and demanded a total connect with the DNA of the organisation. Being an intrinsic part of the core team, he had some ideas about what best could (and should) define the agency’s persona, but this vision was in the process of being formulated. “I was, however, very clear about one thing: We must attempt to give every single client of ours a clear and distinctive voice that instantly defines their personality & what they stand for.” Today, with campaigns for Coca-Cola, NDTV, Radio Mirchi, Saffola, Parachute, MasterCard, Chyawanprash, et al, under McCann’s belt, there is an unmistakable stamp that spells out their persona, loud n’ clear. You see or hear ads and you identify the brand instantly! Boss yeh to NDTV ka ad hai! “In short to find the voice of the brand and present it in an engaging, entertaining, empowering way…”
How would Joshi describe his style of leadership…strategic leader, leading from the front calling the shots or a team person, one of the guys? He is off in a flash. “You have to get it right, first, if you want to create value. You have to deliver and be seen as someone who can deliver, to inspire followers to follow. The rest will happen.” When he left Ogilvy to join McCann, because of his relationship with his old agency, he didn’t pinch a single employee or account. Why? “I could not dream of doing it. It would tantamount to being unethical and a betrayal.” He wanted to start afresh and charge up the guys who comprised the team in McCann. That was the challenge. Could he do it? “My style is not aggressive & confrontational, either with team members or clients. I prefer to pull back, look at the big picture and understand the strength and weaknesses of the situation before making that first critical move. It’s human beings we are talking about here, remember? With time, we connected and together explored new and exciting avenues along the way.” He pauses, “I see myself essentially as a facilitator & hands-on leader. The roles play out themselves as the circumstance & situation demands.”
plan to power the agency ahead? Any specific (hitherto untapped) thrust areas to leverage in the task of moving ahead? Any unique vision? Joshi honestly confesses that there was no special blueprint because this was a very critical decision and demanded a total connect with the DNA of the organisation. Being an intrinsic part of the core team, he had some ideas about what best could (and should) define the agency’s persona, but this vision was in the process of being formulated. “I was, however, very clear about one thing: We must attempt to give every single client of ours a clear and distinctive voice that instantly defines their personality & what they stand for.” Today, with campaigns for Coca-Cola, NDTV, Radio Mirchi, Saffola, Parachute, MasterCard, Chyawanprash, et al, under McCann’s belt, there is an unmistakable stamp that spells out their persona, loud n’ clear. You see or hear ads and you identify the brand instantly! Boss yeh to NDTV ka ad hai! “In short to find the voice of the brand and present it in an engaging, entertaining, empowering way…”How would Joshi describe his style of leadership…strategic leader, leading from the front calling the shots or a team person, one of the guys? He is off in a flash. “You have to get it right, first, if you want to create value. You have to deliver and be seen as someone who can deliver, to inspire followers to follow. The rest will happen.” When he left Ogilvy to join McCann, because of his relationship with his old agency, he didn’t pinch a single employee or account. Why? “I could not dream of doing it. It would tantamount to being unethical and a betrayal.” He wanted to start afresh and charge up the guys who comprised the team in McCann. That was the challenge. Could he do it? “My style is not aggressive & confrontational, either with team members or clients. I prefer to pull back, look at the big picture and understand the strength and weaknesses of the situation before making that first critical move. It’s human beings we are talking about here, remember? With time, we connected and together explored new and exciting avenues along the way.” He pauses, “I see myself essentially as a facilitator & hands-on leader. The roles play out themselves as the circumstance & situation demands.”
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