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.

The Brand Reporter - - FRONT PAGE - By Abid Hus­sain Bar­laskar

THERE IS A DI­VERSE LINE OF WORK TO­DAY AND THE REST­LESS YOUNG MINDS HAVE TO BE KEPT MOV­ING WITH MORE

in­volve­ment.

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

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