Succession planning is the bane of most head honchos. Some founder CEOs are forced to watch with dismay as their next generation choose a different career path. Others scheme in a manner so as to ensure yet another extension of their terms. And of course, there are the visionaries. One of whom was the erstwhile head of JWT India – the redoubtable Subhas Ghoshal.

Many years ago, Subhas Ghoshal evolved a classic succession planning strategy (outlined in his collective writings). Based on solid principles, they are as relevant today as they were a couple of decades ago.

Succession Basics
First, the agency head must be absolutely sure he is ready to quit. Further, he must be ready to severe his ’umbilical’ cord with agency with a single cean cut, harbouring no ‘hidden’ provisions for returning, even as advisor. And finally, he should not wish to be replaced by a clone.
Next, Ghoshal suggested that it is not enough to ensure that the successor be different – he must be driven by a different set of motivations. Just as it is not enough that the successor be ambitious and professional - he must be passionately involved in the agency’s products & processes.
And finally, the transfer of power must begin at least 18 months, if not 2 years, before the actual date of transfer.

Successful Succession
As expected, Subhas Ghoshal executed a strategy which saw Mike Khanna succeeding him at JWT India (then known as HTA) and had the pleasure of knowing he had done right. The plan was deliberate as was the choice of the anointed one. (Incidentally, of the 2 other contenders, Ram Ray resigned and went on to start Response. While Ram Sehgal was given the reins of sister agency Contract.)

While Walter Saldanha, the co-founder of Chaitra (now Leo Burnett India) sensed his daughters’ dis-interest in advertising. Perhaps this made him bring in Arvind Sharma as his successor. For a conservative agency which was the butt of jokes because of the number of Christians the agency employed, this heralded nothing short of a renaissance. Today, Saldanha has the satisfaction of seeing (so to speak) the success of his succession plan !

And Ranjan Kapur of O & M India will relinquish the reins (whatever little he had retained, so far) and drift into the corporate sunset, after having carefully planned & implemented succession strategy which may well be quoted in future management books !

Unfortunately, most founders of Indian agencies (dynamic as they were) simply lost the will to make their life’s work an enduring enterprise.

You don’t need a brilliant CEO to map out a succession plan – just the vision to carry on a mission that will build on the efforts of the generations to come.
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