Feature | Retrospections over Retention

Once in a while comes a Zoozoo or a catchy jingle like "Kya aap Close Up karte hain". And when the ad world does deliver such gems, seldom does it happen that the audience/ recipient of the brand message looks for the credit list. So while the unsung hero still scribbles his best copy everyday and the lady with that one big idea walks around with humility. Where do these creative minds seek motivation from? But most importantly how are creative agencies trying to retain the talent?

Over the months after close observation over talks with creative leaders, the basic point brought up by them was that the industry lacked the ability to attract young talent. Though the industry at large is looking at ways to retain talent, when the young professionals of today just out of their college do not necessarily look at advertising as a profession.

So we asked industry leaders to share with us what are they doing to retain talent.

Nirmlaya Sen, Managing Director, TBWA\India, points out that since money is important, the industry needs to be prepared for bad years when these 'rewards', which should otherwise be table stakes, become difficult to give away. "A bad year or two are the true test of the real power of an organization to hold on to its talent. And from my interaction with a lot of people who have remained glued to advertising or to an agency for a considerable period of time, I am convinced the greatest reward is knowing you are a part of something worthwhile. A part of an organization with a purpose," he says.

So while the agencies retrospect and think collectively, it is very important for the industry to launch tools of employee appreciation and gain more and more employee feedback. While the attrition rates need to be reduced, it is also necessary to draw young talent and thinkers to the business to add value to the industry's growth story. | By Prabha Hegde [prabha(at)adgully.com]

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