Trends in media agencies across Asia Pacific, and the need for talents
Transcription:
I think trends are really driven by our client demands, consumer demands. But I think if I was to look at where the current trends or the current needs are for media agency.I would say probably top of the list would be for media agencies [is] to really step outside… step over the line and be a lot more front-foot, and a lot more aggressive in terms of how we’re actually selling our data capabilities.
I think when it comes to addressability, when it comes to developing work which clients can absolutely, and as much as possible in real time, see the cause and effects often be able to get a strong grasp of you know exactly what each particular campaign or in some cases, each elements of a campaign, is delivered to them in terms of real time results. Then being able to cause-correct based on those findings, something which I think is increasingly crucial. I think that is something which not only as a real time client need, but also fundamentally that’s what sets media agencies apart from say, a creative agency or pure digital agency – our ability of not only to deliver across multiply channels but through our real understanding and comfort around the air of data, being able to deliver the types of results, the types of measurements and metrics that will make a difference both in terms of real mark, the delivery of our clients objectives. Their ability to be able to justify that and be able to actually make that something which was taken and then take within their organizations and use as a way which they can not in terms of success but also intuitively move smart and also move forward.
Whenever I think about, you know, challenges or what keeps me awake at night, it really revolves around the issue of talent. How do we, as an agency, as an industry continue to attract the best young talents? how do we then, once we have that talent onboard, and show we’re motivating them and retaining that talent, growing them in the right way so that they can become tomorrow’s leaders?
It’s really all about talent. Without the talent in place, we can have the smartest tools and systems. We can have the best behind-the-scenes operations, whatever it might be. But without that talent making a difference every single day to our client delivery, we don’t have a business. So that has to be a little more challenging.
Well I would say, actually, it’s not so much the technical skills, if I can put it that way. So, it’s not so much whether someone knows how to put together a media plan, or is a very, you know, savvy expert in search, social, with the mobile…or whatever it might be because ultimately no one is born with those skills. And there are those schools wherein they’re acquired, that can be taught. I think what we are fundamentally looking forward to in terms of good talent is:
1) We want inquisitive minds. We want people who are not only looking for the answers, but know what the right questions are.
2) We’re looking for people who have a real genuine interest in people. Because, again, in the media side of the business, yes, we deal with a lot of numbers and a lot of data… but ultimately it’s all about human beings and how they interact, you know, what makes one person want to do something or buy something. How do we tap into those insights and bring them to life…that’s about genuinely being curious and interested in people.
3) And I think thirdly, we look for people who are good multi-taskers. Someone who is comfortable sometimes with ambiguity. So you know, in the world that we live in, again, we deal with different clients everyday. You never know when you come into the office, day on day, what the next challenge might be. It’s not always easy to be able to have all your solutions mapped out in advance. And sometimes you’re gonna be in lots of gray areas. And so, with that on mind, you need to be someone who is comfortable with that kind of ambiguity. Challenge yourself and (do) not be afraid to try new things. So I think it’s really those skills that we’re looking for.
