#Goafest2023: Keeping talent at the centre of advertising's future

The 16th edition of Goafest has seen a series of insightful sessions including one titled 'Future of Creativity' with Rohit Ohri of FCB Ulka as a moderator and established advertising leaders in the panel. We highlight their thoughts on what lies ahead for creativity in the A&M industry.

Goafest 2023 has officially commenced with an insightful session on ‘Future of Creativity’ moderated by Rohit Ohri Chairman & CEO - FCB Ulka and panellists, including Anusha Shetty - Chairperson & Group CEO - Grey Group India, Josy Paul - Chairman & Group CCO - BBDO, T Gangadhar Co Founder and Group CEO Quotient Ventures, and Dheeraj Sinha - CEO & Chairman - Leo Burnett & BBH. 

The future of creativity lies in the integration of technology, empowering individuals to explore new horizons and redefine traditional boundaries, ultimately revolutionising the way we express, communicate, and experience. 

We highlight the points discussed at the session. 

Integrating technology in creativity

Anusha Shetty observed that the industry has no choice but to be open to integrating digital as a major medium in advertising. She mentioned how more than 50 per cent of expenses are happening in digital today in India with clients expecting agencies to think like an online agency and think big all the while executing with agility in digital. 

“Team members have realised that if they don't adapt and change, they're going to be left behind. Now a lot more people open to learning," she continues.  

T Gangadhar made an interesting note about technology and our place wherein creativity is involved saying, “It’s not man v/s machine, it is man with machine. You need technology to run your data but you need a human mind to add value to it.” 

Dheeraj Sinha, on the other hand, believes this is the best time to be in the business since the opportunities to play around is massive. 

He stated, “We believe that this is the best time to be in the business. Today, you have such a huge palette to play around with v/s images and copy that could be played around with back in the day. Creativity is the power to solve problems, which we have done, but now, imagine adding data and technology to it! The possibility is limitless!”

Choosing the right talent 

The panel also discussed the importance of hiring capable talent that will only raise the bar of creation. 

Josy made a statement regarding talents and searching the right fit for an agency, saying, “A talent should be a combination of a visionary, missionary, and an artist!”

Talking about finding the right talent for an agency, Josy Paul stated that a talent should be a combination of a visionary, missionary, and an artist. 

He continued, "This is a great time to be your own mother. Allowing yourself to collide with anything new changes you. This acceptance without resistance is the way to go." 

Also Read: Goafest: Srinivasan K Swamy shares how it all began

Deeraj Sinha mentioned that there is no future for business without future of talent. The advertising industry’s approach to hiring talent needs to change, according to him. 

To this, he added, “We need to work hard as an industry to empower the young by building a business where the young can thrive and prosper. We need solution orientation. The talent we test isn’t for craft but based on building connections and solving problems.”

Anusha Shetty on the other hand has struggled to find a professional who can be good at handling the creative business and integrating it all into digital. 

“With every change we are witnessing, finding talent to embrace the new changes, whether it is data or technology, and put that into one professional is getting more and more complex, I don't think this human exists. We need to operate in a collaborative manner," she notes.

Building the future structure

Rohit Ohri pointed out that organisations need to think about the kind of structure they are putting in place to enable creativity. 

He said, “We need to think outside the building, not just the box. Agencies and networks, are thinking in hierarchy, and in the existing structure. Outside the building is really the fundamental place that we need to think about.”

T Gangadhar talked about how the future structure will be enabled by two important segments - the internal and the external structures.

Elaborating on the same, he said, “It will be built to deliver speed, simplicity and collaboration internally. When it comes to external structure, the ability and willingness to collaborate with content creators will be key in how we work in the future.”

With this, it can be concluded that the Future of Creativity will rely on the integration of technology via the talent which is why it's important to foster the right talent and focus on their growth.