Name: Alvin Saldanha

Designation: Vice President and Executive Creative Director - McCann Healthcare

Sun Sign: Libra, 15th Oct. 1962

Educational Experience
Bachelor in Biblical Studies, with Honours from Maryland Bible College and Seminary, Baltimore, USA.

Professional Experience
20 years, across JWT, Rediffusion DY&R, McCann-Erickson Singapore, McCann-Erickson India and McCann Healthcare

Job Profile
Principal poo-bah and tinpot. Creative dictator of McCann's integrated solutions companies.

Advertising as career choice
I loved the idea of writing advertising from the moment I first heard of it. Loved the idea of making lots of money, though I later realised to my dismay that I had to work very hard for it.

Current Advertising scenario
Tectonic shift in medias will require a whole new world of advertising solutions. Advertising as we know it will change ... and stay the same.

Right and wrong about current advertising scenario
We need to evolve an Indian idiom, like McCann-Erickson did with Thanda Matlab Coca-Cola.

Five years from now
Still very much on Earth. If you have any information to the contrary, please let me know immediately.

Hobbies
Reading, music and food. I like reading all kinds of books. If it looks like it matters, I try and read it.

As far as music is concerned... no rock, no heavy metal, no trance. Apart from that I listen to all kinds of music.

I love trying different kinds of food. I will go to the extent of trying anything!!!

Idea of enjoyment
Living.