How can Agencies Attract the Right Talent?
The most common grouse in agencies today is lack of talent. Then there’s talk of whether the brightest creative minds even want to enter the ad world. A few tips.
THERE IS A DIVERSE LINE OF WORK TODAY AND THE RESTLESS YOUNG MINDS HAVE TO BE KEPT MOVING WITH MORE
Agencies should get the younger guys more involved, so they get the experience along with the due credit. I try to interact and involve the younger guys as much as I can. Something from me rubs off on them and vice versa.
There is a lot of pessimism around advertising. Say, advertising is dead and it is going to change, some people decide to leave the industry for fear of being shoved out. Nobody wants to a part of an industry which seems to be losing steam.
On the other hand, young people don’t want to work in fear and dejection; they have other options. I know of people from the industry who joined stand-up comedy. Agencies now need to collaborate and gather multiple skillsets. Our country also has a culture of ‘main khud ka kuch
karunga’. Creative people are not divorced from that.
THE ADVERTISING INDUSTRY ITSELF IS GOING THROUGH A DIFFICULT TIME. WHILE THERE IS A LOT
of pressure on creative minds, there are so many avenues that have opened up for them.
Creative people are a restless bunch. I guess that is one of the reasons why people are moving out of the business. People are setting up their own shops; they’ve had enough of the multi-layered, multinational kind of structure; taking care of so many people along the way and not the original creative product.
Agencies should encourage people to do things not related to everyday business. In advertising, the creative juices need to be flowing. The question of - ‘woh khareedega nahi to kyun karoon?’ has to stop. This ‘baggage’ needs to be dropped. We need more ways to make the creative joy happen. We are not allowed to be crazy anymore.
The situation is not going to tide over any time soon, given the high cost of traditional advertising, competition and shaky markets.
TALENT GOES WHERE THE MONEY IS. THE PERCEPTION OF ADVERTISING HAS CHANGED. CLIENTS
today ask for content instead of TVCs and a film worth
`1 crore decreases in worth to `20 lakh. They want longformat content and then cut a 30 seconder out of it, then get the TV rights and then make it viral. It’s a weird task.
There was a time when people from IIMs would join advertising. It doesn’t happen anymore as there is no money in advertising. Real talent is expensive; ideas are expensive. There was a time when the creative people were the brand’s custodians, shared ideas and were equally responsible.
Brands have now cut down on mainstream advertising and push alternatives on various digital platforms. However, digital isn’t enough for a brand. There is much confusion around the word ‘digital’ and it’s just another wave that will tide over. If brands need someone to think about them thoroughly, the money needs to be paid.
THE SITUATION HAS ALWAYS BEEN THE SAME WITH THE ADVERTISING INDUSTRY AND IT IS
more about making up with the changing times and its demands.
The term ‘agency’ is passé and maintains that it’s a whole advertising industry now. We are now in the business of communication, media and content. Advertising is content. If there is a demand for long format content it means that client’s demands have changed.
However, the future is going to be a combination of three things - storytelling, technology and design. Content for storytelling, technology for changing a client’s business, and design for products. Innovation is at the core of all three and they keep people in the centre. We don’t watch ads anymore, we watch content.
If we are losing people, it is because there is something new to look out for. People will move out of places or companies which are not changing. When agencies manage to retain people it’s because they are doing those things. No one wants to be outdated.
BOBBY PAWAR MD and chief creative officer at Publicis Worldwide
PRITI J NAIR co-founder and director, Curry Nation
RAJ KAMBLE founder and CCO, Famous Innovations
RAJDEEPAK DAS CCO, Leo Burnett