- Wieden+Kennedy (W+K), the renowned US-based independent advertising network, has decided to close its doors, signaling the end of its advertising activities in the country.
- W+K India’s current client list includes several well-known local brands, such as Vida from Hero MotoCorp, Jindal Steel, Jockey, G Shock, Hero Cycles, and Clove Dental.
Delhi (India): Wieden+Kennedy (W+K), the renowned US-based independent advertising network, has announced its decision to exit India after 17 years of operation. The agency, which established its first Indian office in Delhi in 2007, has decided to close its doors, signaling the end of its advertising activities in the country.
This decision follows the recent resignation of the agency’s top leaders in India: Santosh Padhi, Chief Creative Officer (CCO); Ayesha Ghosh, President; and Shreekant Srinivasan, Head of the Delhi office. Their departure has paved the way for W+K to formally announce its plan to discontinue advertising operations in both Delhi and Mumbai.
Unexpected Closure Amid Expansion
W+K’s decision to shut down comes as a surprise, especially considering the agency’s recent expansion. After more than a decade of operating solely from its Delhi office, W+K opened a second office in Mumbai in 2022. Santosh Padhi (known as Paddy) was appointed as CCO, followed closely by Ayesha Ghosh. Reports from 2021 had even highlighted that W+K’s Delhi office enjoyed its best year in terms of new business in five years, with clients like AB InBev, Delhivery, Hero MotoCorp, OPPO, PokerBaazi, and Visa.
Despite this growth, W+K has decided to cease its advertising services in India, reflecting a strategic shift in its global priorities.
Impact on Clients and Business
Wieden+Kennedy India’s current client list includes several well-known local brands, such as Vida from Hero MotoCorp, Jindal Steel, Jockey, G Shock, Hero Cycles, and Clove Dental. However, none of the agency’s key global clients—such as Nike, Samsung, McDonald’s, and Ford—were serviced from its Indian offices. This absence of global clients may have played a role in the agency’s limited growth in the Indian market.
Industry insiders suggest that W+K India was restricted from taking on clients that directly competed with its global accounts, which may have hindered its ability to secure larger contracts in India.
Internal Challenges and Lack of Global Support for Wieden+Kennedy Team in India
Reports suggest that there were plans to launch new verticals focusing on social media and digital marketing to fuel further growth in India, but these initiatives did not materialize. A lack of support from Wieden+Kennedy’s global leadership reportedly contributed to growing internal tensions, ultimately leading to the decision to shut down Indian operations.
When contacted for comment, Wieden+Kennedy’s global team did not provide any response at the time of publishing this article.
What Happens Next for Wieden+Kennedy Employees?
At present, W+K employs around 45 people in India, with 20 based in Mumbai and 25 in Delhi. While the Mumbai office will be closed by the end of 2024, the Delhi office will see a reduction in workforce. Remaining employees in Delhi will continue to work under global leadership, but they will not be involved in advertising services. Both Paddy and Ghosh are expected to remain with the agency until the end of the year to complete ongoing projects.
Wieden+Kennedy’s Legacy in India
Over the years, W+K worked with prestigious brands such as IndiGo Airlines, Royal Enfield, and the Government of India. One of the agency’s most celebrated campaigns was Nike’s Da Da Ding, which won a Gold award at the Cannes Lions International Festival of Creativity in 2017.
Dan Wieden, the co-founder of Wieden+Kennedy and creator of Nike’s famous “Just Do It” slogan, had once stated that he envisioned the India office playing a crucial role in the company’s future. However, W+K has now clarified that its focus has shifted to aligning its global operations with current client needs. The agency has stated that it may revisit the possibility of returning to the Indian market in the future.
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