Digital, data & talent dominate at 1st Omnicom India summit

10 Oct,2014

By A Correspondent

 

The Omnicom Group concluded its first summit of India agency heads in Udaipur last week with a full spectrum of creative industries represented by a group of over 35 CEOs and Managing Directors, clients and India market experts.  The summit brought together Omnicom operating companies including DDB Mudra, BBDO, TBWA, CPM, FleishmanHillard, OMG, Interbrand, Flamingo, Ketchum Sampark and others in the creative space to discuss the tectonic changes affecting their industries and clients’ businesses.

 

Attendees heard from speakers including KPMG, Deutsche Bank, Google India, PepsiCo, Hindustan Unilever, MicroMax and the Tata Group; regional Omnicom and agency representatives and from digital and e-commerce industry experts such as Amiya Pathak from ZipDial and eTailing India’s Ashish Jhalani.  They discussed the potential of the next wave of digital growth, the e-commerce opportunity and the application of data and creative industries; industry experts focused on the changing nature of the Indian media landscape, the reshaping of the demographic dividend and how the political environment is likely to reboot India’s creative industries.

 

Omnicom participants included DDB Mudra’s Madhukar Kamath, BBDO’s Josy Paul, Jasmin Sohrabji of OMG, Vineet Bajpai of TBWA\ India and Mandeep Singh of CPM India.

 

Dara Akbarian, Omnicom’s regional CFO for APIMA, explained that the summit was designed to bring Omnicom India business leaders together to strategize how the next wave of growth in India will take shape and how each business can position itself to support our Indian and multinational clients capitalizing on this growth:  “We heard some fascinating points of view and the collective voice was resounding.  Omnicom agency heads firmly believe that our industry has only scratched the surface of the digital opportunity and there is much more to come from India.”  He added that the idea of holding an in-India, for-India meeting was to gather the spectrum of operational companies’ experiences to build a collective strategy for Omnicom business growth in India.  “There are organic and inorganic opportunities that will help all of us to grow in this dynamic market, and our agency heads recognize the potential we need to target to accelerate our position in India.”

 

Some of the decisions made at the event include a greater investment in talent programs to find and keep the next generation of creative industry talent, to develop a deeper entrepreneurial culture in keeping with India’s changing demographics, and investments to tap the so-called DRIP effect (data rich, insight poor) that India currently faces with big data and creative sector work.

 

Shivakumar, Chairman and CEO, PepsiCo India Holdings Pvt. Ltd., said, “It was a pleasure to take part in the first Omnicom India event especially since Omnicom is a key PepsiCo partner.  The focus on digital, creative and integrated campaigns was enlightening.  The future of marketing in India will be based on these pillars and Omnicom agencies understand and demonstrate the need to come together to deliver work that our business needs. This market is ready and hungry for creativity that challenges and campaigns that go beyond the traditional media reach.”

 

Added Rajan Anandan, Managing Director Google India: “It was interesting to meet Omnicom’s full mix of creative agencies at a single event.  And, thankfully, we were able to move beyond ‘the potential is big’ discussions I hear all too often in India.  What these agency heads understand is the future of Indian creative industries is moving beyond the shock and awe of how big digital is or what it can offer, and into the areas of how can Indian companies make the most of this potential.”

 

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