Adgully Exclusive | Advertising is "the" place for people with ideas: Innoceans's Vivek Srivastava

During this time he has observed that the key highlights have been that Innocean has been able to consolidate their position as a holistic communications partner for their anchor client Hyundai. Initially starting with Brand Strategy & Creatives as their base they have gradually moved on to Media Planning, OOH Buying & Planning, Digital and most recently Sports Marketing & Events. The other key highlight has been that they have expanded their client base. Today they are in Srivastava's words "multi-dimensional with a mix of auto, FMCG, Home Improvement, media and lifestyle clients."

Their secret ingredient that goes into the magic potion that is Innocean the "passion for good work" based on strategic clarity and creative freshness. They equip their employees to face future challenges by training & re-skilling. They also started a new initiative where in they fund further education for their employees. Srivastava said, "In fact we have auctioned a new initiative which will fund our employees for their further education at premier institutes in India & overseas in areas of strategic relevance to our business." thus encouraging their work force and nurturing their thrust for knowledge.

Commenting on Innocean's growth in 2010 Srivastava stated, "Our billings have grown at a steady clip and even new biz acquisition has kept pace." He added that in 2010 they have been able to give wings to their fledgling ideas in the Digital space and today they have the capability to conceptualise and implement ideas in this domain with ease. Apart from this they also pursued their vision of commencing Sports Marketing by persuading their client Hyundai to look at cricket. Their collaboration with ICC made Hyundai the Official Car Partner for the Cricket World Cup 2011.

Looking forward to 2011 the year will see a lot more activity on the Sports Marketing front. Srivastava adds, "We see it as a potent toll not just for brand building but also for enhanced customer engagement."

The growth plans for 2011 Srivastava charts a top-line growth of 20% and a growth in the head count of up to 15% to 50 in the company.

Adgully asked Srivastva about the industry trend for 2011. He predicts that the advertising industry would do well to rediscover the power of living and human ideas. He says, "We all long for a scenario where ideas are not bought like procurement guys buy raw materials. That's something that would require a lot more guts and willingness from us all." He also predicts that digital is the way to go. He says, "Digital will continue to surprise all with its penetration and simplicity- therein lays its power."

Speaking about digital Srivastava says that with regards to Innocean Digital will see a growth of 30% in the year while Sports Marketing will give them nearly 20% of their top-line growth. He adds, "We always spot opportunities and develop our understanding by working with the best in the given discipline to develop a baseline level of competence. Thereafter it's about deploying these leanings' to our clients' advantage and creating revenue streams."

Srivastava ends with some words of insight and enlightenment for the young professionals in the industry. His love and passion for this industry is conveyed in his words, "Advertising is still the place to be for people with ideas. It's hierarchy less and values competence over cronyism. It is a career like no other because you work with all possible nuances and forces to create a living and a palpable thing for the long-term- a BRAND. It amalgamates key skills of story-telling, persuasion with latest advancements in technology in a very human fashion. No other industry can equal that thrill!"

We all say the same thing at every job interview, "It is our passion to be a (insert profession here)." Here is a man who is actually practicing that phrase.