“We're all going through a bit of a learning curve. When AI first came out, people wondered about being more productive, having more content choices, getting sharper insights, or being able to easily create summaries. We were talking.” Said Conversation between WPP Country Manager CVL Srinivas and Anna Hickey: WPP Global Client Lead, Wavemaker Global Client President.
The conversation delved into hThe company's intelligent operating system, WPP Open, powers testbeds for new work models, innovation, and automation.
Commenting on how WPP leverages technologies such as AI to drive continuous improvement and reduce costs, Srinivas said: “We're all going through a bit of a learning curve. When AI first came out, people wanted to be more productive, have more content choices, get sharper insights, or be able to create summaries more easily. These are some of the benefits that we started to notice early on, and we started incorporating all of this into our workflow, like WPP Open, which is our intelligent operating system. Get a slice of what's going on today with , which brings all of this together and is right at the heart of our service because it integrates all of these different technologies and it's open source. , plug-and-play connectivity with other technology you have.”
Srinivas said this will be extremely helpful in breaking down silos, integrating creativity and data, connecting people, further strengthening local and global connections, and more.
Furthermore, he added:So no matter where we deploy it, we see an incredible amount of benefit for our clients and employees first and foremost. ”
In response to Hickey's question about what potential customers will and won't want from an agency partner in 2024, Srinivas said: “In an interesting and engaging discussion with a client recently, WPP leverages its unique blend of efficiency and effectiveness. Technology and data are important, but true impact still lies in creative ideas. WPP's strength lies in its ability to integrate creativity with technology, AI and data to effectively drive business and brand growth.
“And then of course we introduce all the efficiency measures that we have, such as GDC. More automation and using what we call optishoring, which means that as WPP It's about how we intelligently leverage the talent pool that we have around the world in a more connected way, and I think that's what I talked about earlier about WPP Open. That's another interesting place. I think all of this has combined to enable us today to offer our clients an offer that is agile, creative, and obviously powered by technology and AI, and fit for tomorrow. .” he added further.
Regarding the client's brief and how much of the client's desired model is defined in the brief and how much is defined by the agency in response to the client's proposal, Mr. Srinivas said: “This client is WPP's major CPG client globally, handling all media from a very strong media operation in India. They have asked us to serve all the markets in the region, which covers more than .
he continued, “This is an interesting overview because we have a media business, but if we can build a content hub and ultimately join those two, we can deliver personalized content at scale in a more automated way. And then the client says, “Okay, you're going to take care of my part of the business, how can we start building adjacencies, how can we unlock value?'' I have a lot of briefs. ”
In response to Hickey's question about what makes India so innovative and forward-thinking, he said: “There are three reasons for that. First of all, in terms of the type of talent base that we have, I think we probably graduate the most engineering graduates, STEM graduates, every year.”
“I was looking at some numbers recently, and we're just around the corner in terms of AI-ready talent as well. So I think the talent base is obviously very exciting. Secondly, I think it has to do with the digital ecosystem that we have in India. It's a unique market, with not only big global tech companies, but also a very active and thriving local tech ecosystem. I think it's one of those things that all of these things work together really well for our business, especially because we end up dealing with different types of partners with different types of solutions. Thirdly, I think it has to do with a very innovative and entrepreneurial culture. I think all these things together make India a dream destination, especially in the creative industries. And as we know, technology is increasingly colliding with creativity to unleash magic for our clients.” Srinivas concluded.
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