Warc, 27 May 2014
MUMBAI: The growing number of potentially lucrative careers
open to creative talent in India is resulting in a shortage of recruitment
options in the advertising sector, leading industry figures have claimed.
"With so many choices for creative people, there are so
many other things for them to do," Ajay Gahlaut, executive creative
director at Ogilvy & Mather, told Campaign India. "It's [advertising]
become one of many choices rather than 'the' choice it used to be."
Those other choices include Bollywood, TV and the host of
opportunities being thrown up by new media. "There's also an
entrepreneurial wave right now in our country," said Raj Kamble, managing
partner, Famous Innovations, who reported that many people leave ad agencies to
start their own production houses or ecommerce sites.
Remuneration is also a thorny issue, as Gahlaut noted that
advertising was no longer one of the best-paid professions, especially as
starting salaries had not really changed in 15 years. "Talented people
want to be compensated for their talent, and they don't seem to get that anymore,"
he said.
Kamble's views echoed this assertion: "Talent goes
where money is, and let's face it, advertising doesn't provide that now."
But the gloomy picture did not appear to be fully borne out
by the growing presence of Indian agencies in various awards around the world.
Last week, Tim Lindsay, chief executive officer at D&AD
(Design and Art Direction), a British organisation promoting excellence in
advertising and design, described India as "a powerhouse" in terms of
advertising.
And an analysis of entries for the 2013 Warc Prize for Asian
Strategy revealed that India was the lead market in terms of the volume of
submissions, and out-performed in terms of its share of entries on the
shortlist.
Data sourced from Campaign India, Livemint; additional
content by Warc staff
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