Brendan Pereira
Encyclopedia
Brendan Conan Pereira, aka BCP, is a noted India
n advertiser.
, to pursue a Diploma in Applied Art where he also learnt Block-making, Lithography, and Photography—as subsidiary subjects. In his free time, he worked for the Women's Magazine, 'Begum,' as page layout and headline artist and in the New Jack printing press, supervising the printing of this publication.
In 1949, he joined L.A. Stronachs Advertising as an apprentice. Later he joined D.J. Keymer (Bensons, OBM, now O&M) as visualiser and assistant to P.N. Sarma, the well-known Art Director
.
In 1954, he married Therese (née Aranha). Seeing that advertising in the West was so good and different, he strove to learn from the works of Ashley Havinden, "Zero", Hewit-Lim, Henrion, Games, etc. He left Bombay for the UK, in 1956, to educate himself further and imbibe the work he admired so much.
. Subsequently, he joined C.Vernon’s and worked on a range of products--Renault
cars, Whitways Wines and Ciders, Sanatogen, etc. Over those 4 years, he learnt Advertising Administration, English Composition and Grammar, Design, Copywriting, Production, Media–press, radio, TV etc., Law, Economics, and Psychology—all in relation to Advertising from the Institute of Practitioners in Advertising
.
In 1960, he was invited by Aiyars Advertising, Bombay to join them as they were to acquire the Beechams account of Brylcreem, Silvikrin, Macleans toothpaste etc. He spent a year with them in London, to learn about their products and their marketing worldwide as they needed someone in India who knew their business in the export area and could transfer that knowledge to Aiyars in Bombay. In 1961, he returned to Aiyars Advertising as Creative Director
, a title not held by anyone in India at that time, with the sole responsibility of all creative work as well as fully handling the Beecham account. Eventually Aiyars linked with LPE, London as LPE-Aiyars and he was elected to the board.
In March 1972, he left Aiyars Advertising to co-found Chaitra Advertising (now Leo Burnett); 12 personnel from Aiyars also left to join Chaitra. Chaitra Advertising was established as a profit-sharing business; the employees were also shareholders. Brendan Pereira's experience abroad of a copywriter working with an art director as a team responsible for a group of accounts, was strengthened here. His direct dealing with clients who preferred this working method of understanding their problems to deliver clear solutions did not sit well with the Account Directors and Account Executives.
In 1983, he left Chaitra to form his own consultancy named GLIMA, based on his children's names—Ian, Maryan, Leon, and Gillian. Clarion Advertising appointed him as a Creative Consultant with the sole purpose of streamlining and improving the quality of their creative output. Some of their clients were Bayer
’s Pharma and Rubber Chem, Religare Technova
, Cadbury
's and Grasim.
In 1992, he supported the formation of Nova Advertising Palace with executives from Clarion Advertising. Zandu was their first client. He had a long association with this agency as Consultant, Managing Director and shareholder too.
In 2001, he retired but continues to do charity work for the church and some NGOs.
Past President of Communication Arts Guild
(CAG), Mumbai
from 1976-1993.
Lectured at The Advertising Club, taught at St. Xavier’s Institute of Communication in Mumbai, National Institute of Design
in Ahmedabad, Tata Administrative Services in Pune, Jamnalal Bajaj Institute of Management Studies
in Mumbai and The Packaging Institute on advertising, typography, and design.
Inducted to the CAG Hall of Fame
, 1993.
First Indian Member of the Art Directors Club of New York.
Published a book of the experiences in 4 decades of Advertising entitled, 'Changing Faces'.
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
n advertiser.
Early life and education
Born on 23 November 1928, to Albert and Louise Pereira. He attended St. Isabel’s and St. Mary’s High School, both in Mazagaon, Mumbai. In 1945, he enrolled in Sir J.J. Institute of Applied ArtSir J.J. Institute of Applied Art
Sir J. J. Institute of Applied Art is an Indian applied art institution based in Mumbai. It is a state government college that was created through its sister school, the Sir J. J. School of Art. The "Sir J. J." in the name stands for Sir Jamsetjee Jeejebhoy, a Parsi philanthropist whose name is...
, to pursue a Diploma in Applied Art where he also learnt Block-making, Lithography, and Photography—as subsidiary subjects. In his free time, he worked for the Women's Magazine, 'Begum,' as page layout and headline artist and in the New Jack printing press, supervising the printing of this publication.
In 1949, he joined L.A. Stronachs Advertising as an apprentice. Later he joined D.J. Keymer (Bensons, OBM, now O&M) as visualiser and assistant to P.N. Sarma, the well-known Art Director
Art director
The art director is a person who supervise the creative process of a design.The term 'art director' is a blanket title for a variety of similar job functions in advertising, publishing, film and television, the Internet, and video games....
.
In 1954, he married Therese (née Aranha). Seeing that advertising in the West was so good and different, he strove to learn from the works of Ashley Havinden, "Zero", Hewit-Lim, Henrion, Games, etc. He left Bombay for the UK, in 1956, to educate himself further and imbibe the work he admired so much.
Work
In London, he joined Rapier Design in their studio, then Baron Moss, where he was later appointed Art DirectorArt director
The art director is a person who supervise the creative process of a design.The term 'art director' is a blanket title for a variety of similar job functions in advertising, publishing, film and television, the Internet, and video games....
. Subsequently, he joined C.Vernon’s and worked on a range of products--Renault
Renault
Renault S.A. is a French automaker producing cars, vans, and in the past, autorail vehicles, trucks, tractors, vans and also buses/coaches. Its alliance with Nissan makes it the world's third largest automaker...
cars, Whitways Wines and Ciders, Sanatogen, etc. Over those 4 years, he learnt Advertising Administration, English Composition and Grammar, Design, Copywriting, Production, Media–press, radio, TV etc., Law, Economics, and Psychology—all in relation to Advertising from the Institute of Practitioners in Advertising
Institute of Practitioners in Advertising
The Institute of Practitioners in Advertising is the trade body and professional institute for 250 leading agencies in the UK's advertising, media and marketing communications industry, covering the creative, digital, direct marketing, healthcare, media, outdoor, sales promotion and sponsorship...
.
In 1960, he was invited by Aiyars Advertising, Bombay to join them as they were to acquire the Beechams account of Brylcreem, Silvikrin, Macleans toothpaste etc. He spent a year with them in London, to learn about their products and their marketing worldwide as they needed someone in India who knew their business in the export area and could transfer that knowledge to Aiyars in Bombay. In 1961, he returned to Aiyars Advertising as Creative Director
Creative Director
A creative director is a position often found within the graphic design, film, music, fashion, advertising, media or entertainment industries, but may be useful in other creative organizations such as web development and software development firms as well....
, a title not held by anyone in India at that time, with the sole responsibility of all creative work as well as fully handling the Beecham account. Eventually Aiyars linked with LPE, London as LPE-Aiyars and he was elected to the board.
In March 1972, he left Aiyars Advertising to co-found Chaitra Advertising (now Leo Burnett); 12 personnel from Aiyars also left to join Chaitra. Chaitra Advertising was established as a profit-sharing business; the employees were also shareholders. Brendan Pereira's experience abroad of a copywriter working with an art director as a team responsible for a group of accounts, was strengthened here. His direct dealing with clients who preferred this working method of understanding their problems to deliver clear solutions did not sit well with the Account Directors and Account Executives.
In 1983, he left Chaitra to form his own consultancy named GLIMA, based on his children's names—Ian, Maryan, Leon, and Gillian. Clarion Advertising appointed him as a Creative Consultant with the sole purpose of streamlining and improving the quality of their creative output. Some of their clients were Bayer
Bayer
Bayer AG is a chemical and pharmaceutical company founded in Barmen , Germany in 1863. It is headquartered in Leverkusen, North Rhine-Westphalia, Germany and well known for its original brand of aspirin.-History:...
’s Pharma and Rubber Chem, Religare Technova
Religare Technova
Religare Technova Limited is the holding company of the IT businesses of a large diversified Indian transnational promoter group, with business interests in Financial Services, Health Care, Wellness, Pharmaceuticals, Aviation and Travel...
, Cadbury
Cadbury
-Businesses:*Cadbury Adams, the company's North American subsidiary*Cadbury Ireland, the company's Irish subsidiary*Cadbury UK, the company's UK subsidiary*Cadbury India, the company's Indian subsidiary*Cadbury New Zealand, the company's New Zealand subsidiary...
's and Grasim.
In 1992, he supported the formation of Nova Advertising Palace with executives from Clarion Advertising. Zandu was their first client. He had a long association with this agency as Consultant, Managing Director and shareholder too.
In 2001, he retired but continues to do charity work for the church and some NGOs.
Other Accomplishments
Won the logo design competition for the International Eucharistic Congress, held in Bombay in 1964.Past President of Communication Arts Guild
Communication Arts Guild
Communication Arts Guild or CAG is an organisation dedicated to Indian Advertising Industry and encouraging budding artists. It serves as an example of the high quality of work done in Visual Communication today. Located in Mumbai, this is the only organisation which has the complete record of the...
(CAG), Mumbai
Mumbai
Mumbai , formerly known as Bombay in English, is the capital of the Indian state of Maharashtra. It is the most populous city in India, and the fourth most populous city in the world, with a total metropolitan area population of approximately 20.5 million...
from 1976-1993.
Lectured at The Advertising Club, taught at St. Xavier’s Institute of Communication in Mumbai, National Institute of Design
National Institute of Design
The article for the postgraduate campus can be found at National Institute of Design Gandhinagar and National Institute of Design BangaloreNational Institute of Design is a design school in India. The institute functions as an autonomous body under the Department of Industrial Policy and...
in Ahmedabad, Tata Administrative Services in Pune, Jamnalal Bajaj Institute of Management Studies
Jamnalal Bajaj Institute of Management Studies
Jamnalal Bajaj Institute of Management Studies is the Department of Management Studies of the University of Mumbai and is the third oldest business school in India...
in Mumbai and The Packaging Institute on advertising, typography, and design.
Inducted to the CAG Hall of Fame
Communication Arts Guild
Communication Arts Guild or CAG is an organisation dedicated to Indian Advertising Industry and encouraging budding artists. It serves as an example of the high quality of work done in Visual Communication today. Located in Mumbai, this is the only organisation which has the complete record of the...
, 1993.
First Indian Member of the Art Directors Club of New York.
Published a book of the experiences in 4 decades of Advertising entitled, 'Changing Faces'.