McCann Worldgroup launches Creative Central

Pradyumna Chauhan will lead this arm.

McCann Worldgroup India has announced the formation of Creative Central as an effort towards creating insightful creative work for clients. Former Ogilvy Mumbai's group creative director Pradyumna Chauhan will lead Creative Central as executive creative director.

At Ogilvy, Chauhan has spearheaded work, apart from the above mentioned, on Airtel, LG Electronics, General Motors and HPCL. His work has won him recognition at Adfest, Cannes, Spikes, New York Fest, Abbies, Effies and AMEs.

McCann Creative Central will work closely with the strategic planning function to constantly create insightful work and solutions for MWG clients. Creative Central will also constantly leverage the knowledge base generated at Truth Central (a McCann insight arm) and play a major role in converting the knowledge and insights across brands in India.

Prasoon Joshi, chairman, CEO and chief creative officer, McCann Worldgroup India and South Asia, states, "With a sharp and insightful approach reinforced by a stellar body of work, Pradyumna is keen to create work that impacts popular culture. Based currently in Mumbai, he will work with our creative directors and teams across McCann India offices and functions on our key brands. In the near future we will find more people with a similar skill set and approach to strengthen McCann Creative Central."

In July 2013, Grey Delhi's former vice-president and branch head, Dip Sengupta, had joined McCann Worldgroup as general manager, McCann Erickson. In April, McCann Worldgroup (MWG) India had acquired Bengaluru-based direct and database marketing firm End To End Marketing Solutions. The acquisition allowed MWG India to boost its database marketing capabilities and enhance its presence in the technology sector.