The Hindu Business Line : Guy Murphy unveils book on Brand Planning

New Delhi, Dec 7 The JWT’s Worldwide Planning Director, Mr Guy Murphy, says the agency is happy to have operations in India for so many years. He was on his first visit to the country to launch a Brand Planning book compiling Stephen Kings’ works and commentaries.

“The King of planning”, as many in the advertising agency chose to describe him, worked with the firm for more than 30 years, from the late fifties. He died last year. “A Master class in Brand Planning, the timeless works of Stephen King” is aimed to coincide with the 40 year celebrations of account planning at the WPP’ agency.

Idea racism

Mr Murphy, credited with winning the Nokia network business for the international agency, has established a network for planners across the agency’s offices around the world. He says it amounts to “idea-racism” to presume that an idea originated in one part of the world cannot be played around with and adapted to another part of the world. “We would like to use our network to inspire us, and not use it as a distribution network.”

The Indian operation of the agency, he believes, understands the Indian market here very well, and has come up with some great ads and campaigns such as the Nike cricket advertisement, and the Gang of Girls online community, for the shampoo brand, Sunsilk.

Mr Murphy was also excited about the agency’s new campaign for Diamond Trading Corporation promoting the idea of a diamond bride.

“It’s offering a whole new generation of women a different option. I think the scale and the bravery of the idea is fantastic,” he says.

Regarding possible expansion plans, Mr Murphy said that although there was nothing specific to write about, “Every agency is looking out to bring expertise in house.” The company’s clients in India include Pepsi Co, Hero Honda , Airtel, Reliance, ITC, Nike, ITC and Nokia.