We Are Committed To Driving Positive Change: CVL Srinivas, WPP

As the Country Manager of WPP in India, please tell us more about how WPP's global strategy aligns with India.

WPP’s strategy is about providing our clients with world-class services, focusing on technology, creativity and data. In India, we've adapted this strategy to suit local market conditions while maintaining alignment with our global objectives. We have evolved significantly and there are a couple of areas where we are contributing back to the global organisation in terms of best practices. I would especially call out the work we are doing in the key areas of artificial intelligence (AI) and creativity. Our Tech Experience Centre is an exciting initiative where we're doing fantastic work, integrating AI into creative processes.

Could you elaborate on what WPP hopes to achieve with the Tech Experience Centre?

Our Tech Experience Centre allows us to combine the power of technology and creativity, enabling us to create innovative solutions for businesses. We're exploring how AI can enhance the creative process, whether through content generation, data analysis or customer engagement. It's a fascinating area, and we're proud of the work we're doing here.

You also discussed WPP's Global Delivery Centres (GDCs). How do they contribute to WPP's growth strategy in India?

The GDCs play a critical role in WPP’s transformation and simplification efforts. We’re scaling them up to add more value, with India as a key player in this process. Our IT support structure is being set up in Chennai, and we have a large commercial back office supporting our global operations. This makes India a significant growth driver for WPP. The GDCs are no longer siloed; they're integrated into our new agency model, providing comprehensive support to our clients globally.

Let's talk about growth in India. What are your expectations for the market in the coming year?

We're expecting decent organic growth in India. Even this year, the AdEx is projected to grow double-digit, thanks to a mix of government and private sector initiatives. Additionally, we have several big-ticket events lined up in the year, which should boost growth. The focus on GDCs and AI in our operations will also drive expansion. While the startup ecosystem has slowed, traditional sectors such as CPG, auto and offline retail are rebounding, leading to a more balanced ad spend.

Given the dichotomy between high growth and slower growth rates in certain sectors in India – tech and startups slowed down for example, where do you see growth coming from in the Indian market, and your role as WPP in this context?

We’ve seen a rebound in the market after the pandemic, but we're now stabilising to more realistic growth numbers. Despite this, India remains one of the fastest-growing large markets, which is true for the advertising sector as well. As I mentioned, the slowdown in some sectors is balanced by growth in others, and the General Election also positively impact ad spend. Our role is to provide stability and growth through our diversified portfolio and strong agency brands.

Speaking of agency brands, how does WPP balance its holding company structure with individual agency brands?

WPP has a robust portfolio of agency brands. While we've simplified the structure, we respect each agency’s identity, the leadership there, the culture and the work they do for marketers. As a holding company, our job is to ensure that clients and our people benefit from WPP's collective power, regardless of the agency they work with. We have five central focus areas in India: client-centricity, leveraging technology, data and creativity; nurturing our people and culture; scaling up our GDC practice and embracing social impact and sustainability.

It's great to hear about your focus on people and culture. Could you tell us more about WPP's initiatives in this area?

Our Chief People Officer, Shilpa Chitre and Chief Culture Officer, Apurva Bapna, are leading the charge in supporting our agency teams.

We emphasise HR policies and culture-building initiatives, fostering collaboration across the market. We invest heavily in learning, development and training to ensure our people are equipped for the future. Additionally, we run several communities that promote a collaborative spirit.

Social impact and sustainability are also key areas for WPP. What initiatives have you undertaken to drive positive change?

This is integral to our growth strategy. In India, we've established a foundation that supports over 15,000 school children, providing vocational education skills. WPP is also on the board of a coalition driving sustainability in corporate India, working alongside major companies such as Hindustan Unilever and State Bank of India. As one of the founder members of the Unstereotype Alliance, we're collaborating with the Advertising Standards Council of India to bring a more balanced code of advertising to the market.

There appears to be much happening that is keeping you busy. Any final thoughts on your plans for the year ahead?

We're excited about the future and remain committed to providing our clients with exceptional services, fostering a collaborative culture and driving positive change in the Indian market. Our initiatives are all in this direction.