Ad Industry Taps Tech Talent
With digital advertisements expected to account for 45% ad spend of the ₹1,07,897 crore Indian advertising industry in 2022, marketing and communication companies are increasingly using data analytics for reaching out to target consumer segments. This explains why conglomerates such as WPP, Publicis, Dentsu and DDB Mudra Group are roping in techies into their workforce. Publicis has been aggressively hiring data scientists/analysts, software engineers and web developers, says Anupriya Acharya, CEO (South Asia), Publicis.
More than half of DDB Mudra Group’s recent middle and senior management hires are from tech companies such as Google, Salesforce and Adobe. “We need techies not just to build and run sites and apps but also for programmatic buying and performance management. In fact, even in classic communication roles, we need people who understand digital and appreciate technology,” says Aditya Kanthy, CEO and MD, DDB Mudra Group.