Arvind Mohan appointed to Y&R's Global Planning board

The Board is a think tank for the communications industry across the Y&R network and consists of members from various markets.

Mohan explained, “If you look at the advertising and marketing communications business today, there is a certain level of bankruptcy and a need for a new definition of brands. The global planning board is a group of talented minds put together to harness intellectual capital and to weather the challenges of the 21st century. I believe brands are going to be built by asking new questions. What emerges out of this global think tank could apply to any brand in the marketplace, anywhere.”

Mohan says the new role will not impact his domestic one. “Think of this new role as something that adds onto what one is doing, not as something that substitutes what one is doing.

Mohan also commented that there has been a shift in the way India has grown into becoming a ‘source culture’. “The Global Planning board is going to shape the agenda. The India Y&R office has a representation on the board because they recognise Rediffusion Y&R, the strength of the agency and the understanding that India today offers a source culture, it’s not a backend for the world, it’s a new starting point for the world.”