Agnello Dias promoted to creative chairman of DAN India

Taproot Dentsu chief creative officer and co-founder Agnello Dias has been given the additional mandate of creative chairman of Dentsu Aegis Network India.

Dias left JWT a decade ago as national chief creative officer to set up Taproot. The independent agency soon bagged many key pieces of business from his former agency like PepsiCo, telecom brand Airtel and The Times of India group.  

Taproot was acquired by Dentsu in 2012. Dias grew to be a well-regarded creative leader, having led the agency to several award wins, along with co-founder of Taproot Santosh Padhi and created work that is acknowledged to have pushed the needle for marketers.

Speaking about the additional mandate to Mumbrella, Dias said: “We have a robust structure in place at Taproot Dentsu and we’d completed 10 years. I believe there are learnings from the traditional industry that did not all go out with the changing times: creative storytelling, for instance.

“I thought I can spread myself a bit more and try to work with creative teams across the network to see if we can pollinate the new generation with learnings that are still relevant today.”

Asked about his agenda on the job, Dias said: “I will spend a month meeting and understanding the priorities of the many companies in the group.

“The idea is to cross-pollinate ideas within the network.” He considered Sokrati, Dentsu Webchutney and Dentsu Creative Impact among the bright sparks in the network.

Asked if Happy mcgarrybowen would be a priority considering its founders had stepped down in the wake of #metoo allegations in October last year, Dias said: “That will be addressed very soon, either internally or outside. It’s a matter of time before we make an announcement.”

Speaking about Dias’s elevation, DAN greater south CEO Ashish Bhasin said: “It is really delightful to add on an additional responsibility of creative chairman DAN India to Aggi.

“The entire creative community in India looks up to him for his tremendous achievements. His mentoring of creative talent across all our agencies will make DAN India an unbeatable creative powerhouse.


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