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    Publicis will work on 'power of one' model to benefit our clients: Anupriya Acharya

    Synopsis

    With the newly minted role of chief executive officer, South Asia, for the Paris-headquartered Publicis Groupe, Acharya's new mandate is to drive 'greater integration' across the groupe’s operations.

    Agencies

    Acharya will also continue to serve as CEO of Publicis Media.

    Advertising veteran Anupriya Acharya recently became the first Indian woman in charge of a multinational holding company's regional group structure. With the newly minted role of chief executive officer, South Asia, for the Paris-headquartered Publicis Groupe, Acharya's new mandate is to drive 'greater integration' across the groupe’s operations, including media, digital, influence, data and technology companies and creative stablemates like Leo Burnett, Publicis, L&K Saatchi & Saatchi and BBH. In a conversation with ET, Acharya, who will also continue to serve as CEO of Publicis Media, sheds light on the genesis of the new role and India's place in the third-largest ad holding company's global map.

    What are the major opportunities and areas of focus going forward?
    We will be working towards operationalising the 'Power of On' model in a manner that it benefits the clients, benefits our talent and the industry. A lot of our expertise by way of tech, talent, research, data, and skills lying in various pockets can be streamlined further for enhanced client delivery. And the efficiencies generated unlock our ability to invest further in talent, tech and specialisation in future-facing, services e.g. content marketing, personalisation at scale, commerce, data-sciences and consulting.

    You recently spearheaded the expansion of the commerce practice in India. Where are the gaps that need filling in this market?
    We have now brought into India almost all our global practices. Publicis Commerce is the latest to be brought in and given that ecommerce has changed the way business is done, we have a lot to do not only in commerce but across all our specialist capabilities. We are finding that the demand for these is growing much faster than we can supply. These are future-facing services and we all operate in a talent-starved environment. And hence, talent acquisition at a grassroots level and training is one of the core focus areas.

    What are the challenges in enforcing Publicis Groupe chairman Arthur Sadoun's digital and data-fortified transformation map in India?
    India is witnessing unprecedented change and digital transformation and in many cases, mirrors global trends. For instance, an ever-increasing appetite for video consumption. Similarly OTT, ecommerce, gaming all are growing at a phenomenal pace. Digital media is set to become the second largest contributor to adex (advertising expenditure) in the next 12-24 months. And as we can see, India is a significant market for all global players such as Google, Facebook, Amazon, Spotify, Disney etc. The entry of 5G will further redefine the way we communicate. And hence the challenges in enforcing the digital and data-fortified transformation map here are pretty much the same as in some of the other markets.

    India is more of an enabler for our global markets as it incubates and exports ideas and innovation. Through the GDD (global distributed delivery) which works out of Mumbai and Gurgaon, we in fact support various multinational brands in markets such as the US, Europe & Asia in areas such as search, programmatic, data engineering, data sciences, production, ecommerce, consulting and development.
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