OAS' Aditya Kanthy On How Creativity Is Cornerstone Of Omnicom's Partnerships

Aditya Kanthy, the CEO of the recently formed Omnicom Advertising Services (OAS) in India discusses how individual brand ethos will be invested in and nurtured for BBDO India, DDB Mudra Group and TBWA\India despite the formation of an umbrella OAS framework.

Excerpts

You have spent now two decades with the DDB Mudra Group. How have you seen the evolution of the agency from an independent outfit to becoming a part of one of the world's largest agency networks?

Joining the agency which was (A.G.) Krishnamurthy's legacy, I took pride in Mudra, especially as a Mudra Institute of Communications, Ahmedabad alumnus. Witnessing its evolution under Madhukar Kamath’s leadership into a marketing communications group with a creative agency network was a privilege. Global business shifts towards digital and specialised media prompted Omnicom, among other holding companies, to guide clients through the changing marketing ecosystem. The formalisation of our relationship with DDB, merging Mudra's entrepreneurial success with DDB's creative excellence, defined the last decade. Now, with the chance to contribute more significantly to Omnicom's journey in India, I look forward to the exciting opportunities this move has brought us.

As you mentioned, it has been 12 years since Mudra merged with Omnicom in India. During this time, how did the DDB Mudra Group align with the global trajectory of Omnicom's operations?

Mudra's acquisition by Omnicom demonstrates a global holding network's strategic clarity in acquiring successful agencies while preserving their essence. Over the past decade, this philosophy has propelled Mudra's continued success under Omnicom's ownership. A tribute to the success of the acquisition is the quality of work coming out of here that meets DDB’s world-class standards and our growth year on year. This underscores Omnicom's skilful navigation of the balance between the global network and strong local agencies.

As DDB Mudra Group, BBDO India and TBWA\India maintain their individual identities within OAS, how will each agency balance its role? How do you plan to enhance Omnicom's presence in India through OAS?

Omnicom Advertising Services (OAS) emerges as a dedicated entity serving Omnicom India, its clients, and the talent within individual agency networks. Drawing inspiration from the successful model employed by Omnicom Media Group with OMD, PHD, Hearts & Science, this approach has been the cornerstone of Omnicom's global growth. The commitment is obvious—to invest, grow, and safeguard the distinctive culture of individual agencies within the larger strategic framework.

The structure also focuses on leveraging Omnicom's extensive capabilities in India, boasting a workforce of 5,000 to 6,000 professionals across Omnicom Media Group and Omnicom Global Delivery. The aim is to seamlessly integrate these capabilities into TBWA, BBDO, and DDB Mudra Group in India, aligning with client requirements. Collaborative efforts with Kartik Sharma and his team at the Omnicom Media Group at a holding group level will enhance the strength of the individual agencies for the benefit of local clients.

A crucial component of this strategic push lies in Omnicom Global Delivery, tapping into India's abundant talent and creative services to fuel global network projects originating from the country. This three-pronged vision at the holding group level promises a compelling and exciting future for Omnicom, not only for clients but also for the talented individuals within the organisation.

Looking ahead, the focus extends to future capabilities, emphasising diversity, equity, and inclusion, sustainability, marketing practices, and talent development. The collaborative synergy between Omnicom Advertising Services, Omnicom Media Group, and the broader Omnicom entity positions them as catalysts in shaping future-facing capabilities in an ever-evolving industry landscape.

What are the key trends that are expected to disrupt the sector in 2024?

Our business operates on the frontline of constant evolution, a dynamic aspect that positions us at the forefront of change—whether cultural or technological. Looking ahead, be it in the immediate or long-term future, our approach seeks a balanced blend of enduring values. Core elements such as creativity, insightful strategies, brand building, agile execution, and a profound comprehension of the media landscape and its interplay with creativity form the cornerstone of our client partnerships.

The continuous evolution extends to perpetual skilling and learning, particularly in response to the evolving access to technology in India. With 500 to 600 million people having affordable access to tech hardware and data, this landscape is in constant flux. Adaptation is evident in areas ranging from AI and the Metaverse to augmented reality, app development, and web design. These adaptations significantly impact how brands communicate with consumers and shape our approach to experience design.

Our agency ecosystem excels in this continuous learning process, uniquely positioned to garner cross-category insights, lead discussions, and construct bridges between enduring brand-building principles and the evolving consumer landscape.

Looking forward, a substantial emphasis will be placed on accountability and effectiveness, with a commitment to spearheading conversations in these domains. Creativity, gaining increasing prominence, will be harnessed not just for its own sake but for its tangible impact on results—an intersection explored at an industry level and of profound interest to us.

Furthermore, the industry is witnessing experimentation with new collaboration models. These extend beyond traditional client-agency relationships to include partners historically outside our purview—consulting firms, tech companies, and content creators. This spirit of experimentation underscores our commitment to innovation, paving the way for collaborative approaches that transcend traditional boundaries.