Advertising world needs to evolve stable HR policies
For years now, ad agencies in the country have been battling with high attrition and limited talent pool. As business goes global, there is an acute need to scale up HR. exchange4media.com Conclave brings related issues to the fore.
High HR churn rate has been a key concern for the advertising industry for quite some time now. The second session of the exchange4media.com Conclave in New Delhi quite appropriately focused on 'Human resource-Why is our industry not able to attract and retain good talent?'
The session, moderated by Prof. Atul Tandan, Director, Mudra Institute of Communications, Ahmedabad (MICA), saw eminent speakers Arvind Sharma, Chairman & CEO, Leo Burnett, P V Narayanamoorthy, Regional Director-Strategic Resources, Carat Media Services Asia Pacific Ltd, Kalpana Rao, Talent Director, O&M, Ronesh Puri, MD, Executive Access India, and Santosh Desai, President, McCann Erickson, make significant observations on the issue.
Kickstarting the session, Prof. Tandan said according to a recent survey the top 20 companies in the country will fragment into around 100 new firms in the coming years and by 2025, 65 per cent of the present jobs will exist outside the corporations. A high number of jobs will be handled by freelancers then. In all, a new age will dawn which will see a large number of young professionals setting up their own independent ventures. All these will culminate into high unrest among the professionals leading to a high churn rate, he said.
Reacting to Tandan’s opening remarks, Sharma said as far as the advertising industry is concerned there is undoubtedly a high churn but this is primarily due to the rising number of career opportunities that are being made available to the youth.
The industry at present does not need just an MBA but vibrant advertising professionals. The dogged feeling that in order to run an industry successfully MBAs act as a backbone needs to be cast away, he said.
The agencies have come of age in recognising true professionals and degrees in this case do not make any difference. The grave problem of retaining and attracting talent needs to be looked at objectively by the industry, Sharma said.
Taking the discussion further, Desai admitted that there were some serious flaws with the advertising industry as far as recruiting and retaining talent is concerned. He emphasised that there was a dire need to train and nurture talent and skills that are scalable to global needs.
He supported Sharma's viewpoint by saying that degrees and qualifications don’t benchmark professional abilities to tackle assignments.
Kalpana Rao, Talent Director, O&M, was straight face about employee retention and attraction problems facing the industry. She pointed out that the present generation is highly focused on monetary gains rather than gathering knowledge and experience. The youngsters don’t have a fair idea about their career goals and join the bandwagon in opting for a job, she said.
Rao said time has come for the advertising industry to hardsell the career options available in the industry to students at centers of excellence and thereby attract the best minds.
Narayanamoorthy gripped the audience with his presentation on the topic. "It is an entropy, how the agency recruits or nurtures talent. There is no well-defined guidelines or annual policies. The way advertising agencies function is different from the other existing organisations. There are certain factors that have to be dwelled upon to make this more systematic and disciplined in selection and dissemination of talent," he said.
He pointed out that money, secure future, independent environment, and feeling important are factors that contribute towards job attraction. All these need to be considered seriously by the agencies before recruiting youngsters, he said.
Presenting an outsider view, Ronesh Puri, MD, Executive Access India, accused the industry of being selfish and complacent in not keeping up with the corporate HR norms. "I have not come across one agency that follows rules or are examples of retaining or attracting talent. Not one step is being taken in this direction. It's just a matter of grave concern and effective measures have to be taken to make it a more sought after and secure industry," said Puri.
The speakers agreed that the HR crisis is looming large and that the agencies at some stage would have to think in terms of institutionalising talent search.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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