Open House With Piyush Pandey , livre ebook
117
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English
Ebooks
2022
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117
pages
English
Ebook
2022
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Obtenez un accès à la bibliothèque pour le consulter en ligne En savoir plus
Publié par
Date de parution
09 mai 2022
Nombre de lectures
0
EAN13
9789354924415
Langue
English
Poids de l'ouvrage
1 Mo
Publié par
Date de parution
09 mai 2022
Nombre de lectures
0
EAN13
9789354924415
Langue
English
Poids de l'ouvrage
1 Mo
PIYUSH PANDEY
OPEN HOUSE
PENGUIN BOOKS
PENGUIN BOOKS
Contents
Foreword
Introduction
Part One
1. Advertising Is a Team Game
2. Selecting Winning Teams and Retaining Them
3. Creating a Company Aligned to Creativity
4. Good Talent Can Come from Anywhere
5. Not All Who Get the Credit Deserve the Credit, and Why It Happens
Part Two
6. Gender Diversity
7. The Role of Ethics in Advertising or Elsewhere
8. Successful Campaigns, Unsuccessful Products
9. Society, Advertising and Regulation
10. Different Clients, Different Strokes
11. Role of Advertising Agencies
12. Advertising and Music
13. Advertising for Health and Pharma
14. Start-up Culture
15. Role of Technology and Social Media
Part Three
16. My Boss(es) and Me
17. Ageism Is a Lot of Hogwash but Needs to Be Managed
18. Looking Back
19. Career Paths
20. The Mystery of My Moustache
21. Life in the Pandemic and Life Beyond the Pandemic
22. Life at Ogilvy
23. Creativity 2.
24. Memorable Campaigns
25. Celebrities and Advertising
26. In a Relationship
27. My Inspiration
28. From Jaipur to Delhi to Mumbai to Goa
Afterword
Follow Penguin
Copyright
Advance Praise for the Book
When Piyush pens his thoughts, he is no different from how he is in person-simple, direct, insightful -Anand Mahindra, chairman of Mahindra Group
If there s one thing I ve learnt in my five decades of experience, it s that to survive the test of time, one must keep innovating. One must know what the consumers want and then find ways to deliver that to them. Understanding the pulse of a consumer, and the market, takes years of experience. And to have a stalwart like Piyush Pandey pack it all into a book, makes it a must-read for any aspiring entrepreneur -Harsh Mariwala, founder and chairman, Marico Ltd
I firmly believe that collaboration and teamwork have no hierarchy. The true mark of a leader is one who applauds their team s efforts by acknowledging their skills and strengths. Through his writing style, he skilfully draws parallels between teamwork and cricket! Piyush s book amplifies the true spirit of being a team player and its importance in the dynamic and exciting world of advertising. A highly recommended book that is a perfect blend of self-introspection and experiences. A must-read for anyone looking to be a part of this industry -S. Ramadorai, former CEO and MD, Tata Consultancy Services
Piyush s ability to have an anecdote and an answer, in response to every question, even the ones out of syllabus, is thanks to the unabashed ease with which he asks questions, that most of us have but we don t ask. He s not afraid or ashamed to pose the seemingly innocent questions to the ones around him and I m sure he s asking many more similar questions to himself, all the time. And therein lies his ability to answer whatever is thrown at him . . . with ease, an illustration and candour. May his tribe increase -Harit Nagpal, managing director, Tata Play
An encounter with Piyush is usually a shaken and stirred experience. It causes a rise in physical and intellectual energy levels and a somewhat disoriented what was that again feeling as you feel familiar, comfortable points of view being turned on their heads even as you try and stand firm in your previous conviction!
Imagine, now, a book that is like having a chat-fest and a think-fest with Piyush that traverses the gamut of ships and sails and sealing wax-and why the sea is boiling hot-and whether pigs have wings .
It isn t the smart, one-liners Piyush that you will engage with in this book, nor the boisterous raconteur Piyush, not even the persuasive ad man Piyush but the reflective, down-to-earth Piyush whose care to share is front and centre.
There are nuggets of wisdom, deep insights distilled from decades of amazing and diverse experiences, authentic opinions and unvarnished home truths expressed in his easygoing way; no questions asked are unanswered because they were too abstract or too pedestrian or too personal or too uncomfortable. It s Piyush unplugged. It s Piyush s well of wisdom that we get access to -Rama Bijapurkar, author and marketing consultant
Piyush Pandey embodies the art of storytelling. Over the span of his career, he has helped breathe life and soul into many brands with his deep understanding of what makes India tick and what inspires and ignites a spark in people. This book is his effort to lay bare the method behind his craft, the madness that keeps him alive and hungry for more, the passion and purpose that continue to drive him to be not just an ad man but a world citizen . He calls the book a khichri of his thoughts, ideas, learnings and existential angst-this truly is comfort food for the mind and soul -Shereen Bhan, managing editor, CNBCTV18
To Suresh Malik, with respect and gratitude.
Suresh was the national creative director of Ogilvy when I joined as one of many young account managers in Ogilvy Mumbai. He spotted a creative potential in me that I had never thought of. Soon, Suresh and the late Mani Ayer convinced me to switch from account management to creative in 1987. Seven years later, when Suresh had to retire early due to health issues, he handed over the responsibility of the national creative director s role to me.
I owe everything that I have achieved as a creative professional in advertising to Suresh.
Everything. RIP, Suresh, and thank you.
Foreword
When you re next in Mumbai I ll show you the bike that I ve designed!
Early 2001. Bajaj was months away from launching the Pulsar in an all-or-nothing gamble to transition from being India s Hamara Bajaj scooter to The World s Favourite Indian Motorcycle. We needed Indian advertising s Bhishma Pitamaha to put his creative shoulder to the wheel. One unforgettable morning, Piyush filled the room as he first walked into our Akurdi, Pune office with signature moustache, mojris and mirth in tow!
I clearly erred in placing before him not just the product s details but also my communication idea! This swiftly invited the retribution above telling me exactly where I stood and clearly indicated that I needed to stand right there! Which advertising professional would so dare meet the very first ball off the front foot on foreign soil demonstrating quiet confidence in his position while telling his partner -as Piyush since refers to me in response to my addressing him as Sir -to stay within his crease at the other end?!
It is for this intensely passionate ownership of his beloved craft that Piyush has since ascended to become the vishwaguru of advertising in his current avatar as chairman, Global Creative, Ogilvy. And it is with this unapologetically fierce yet unfailingly well-intended candour that he has in this Open House offered richly seasoned insights into issues ranging from relationships, careers, diversity and politics to consumer evolution, technology revolution, team building and institutional ethos.
Not only because he can but because that s his very DNA: to always borrow from life and to then give twice as much back.
You will relish his Open House for all of its multifaceted spaces.
First, for fun spaces . As a little boy Piyush once sneakily tied a length of twine to his toe, with the other end of the twine tied to a cricket ball that hung 20 feet below as he slept on the terrace so that when his friends yanked it early the next morning, he could quietly cycle off to a game in Ajmer without waking his father! As a young man at St Stephen s, he notoriously dug a hole through the neighbour s wall into the cupboard of a classmate who wouldn t share his goodies! And as a grown man he wickedly had the durban at Taj Colaba call into the porch the driver of a random car number so that he could park in the slot vacated! You will savour his tedi ungligiri antics through this narrative!
Second, most obviously, for creative spaces . Legend has it that the secret sauce of Piyush s brilliance is a blend of his morning chai and his afternoon-even when in office!-siesta (during the lunch hour)! What else can explain his master stroke in sharply positioning the Bajaj Pulsar as being Definitely Male, thus cruelly repositioning all other motorcycles suitably?! He insists that the idea came to him when he repeatedly heard the refrain meri bike chalti hai (in Hindi, a bike is a feminine noun); I suspect, though, that it wafted in on the morning mist or else infiltrated through in a midday dream! Throughout your Open House tour you will see seemingly familiar things like you ve never seen them before, leaving you almost unknowingly wiser than you ve ever been before.
Third, for simple spaces . Piyush adores his audience above all, and equally abhors burdening them to boredom with the gyan of philosophy and weighing them down with the complexity of seriousness. His gift for boiling, distilling and straining any issue down to a singular, crystal-clean proposition that resonates with the street comes shining through page after page. Furthermore, it is not just this minimalistic but noble streak of simplicity in his persona that had him vociferously endorse his competitor s work that made the Bajaj Sunny an overnight sensation as the Simple Riding Machine. That, in turn, he tells me, became the proverbial springboard that catapulted the most talented Prasoon Pandey into a trajectory that has since led him into a league of his own.
Fourth, for audacious spaces . Piyush is neither dogmatic nor prescriptive, instead perpetually observing, reflecting, sharing and learning. For him evidence is necessary and hence important but experience alone is sufficient hence critical. He thus embodies the highest quality of accumulated excellence in thought given not just his extremely competitive nature that s feverishly egged on by his will to always win, but even more so, in my experience, by his deep desire to always think biggest. I found that to come to the fore when he led the lau
