CVL Srinivas on how India is fuelling growth for global brands

India stands as a pivotal force in the global market, hosting a significant portion of the world's Global Delivery Centres and serving as a primary driver of growth for international brands. In this report, CVL Srinivas (CVLS), Country Manager of a 10,000-strong team in India, shares insights with Anna Hickey (AH) on how WPP Open, an intelligent operating system, is catalyzing innovation, new working models, and automation in the industry.

AI Integration and Client Perceptions:

CVLS discusses the evolution of AI integration within workflows, emphasizing its role in enhancing productivity, content diversity, insights generation, and streamlined brief creation. With WPP Open at its helm, the integration of various technologies becomes seamless, breaking down silos and fostering collaboration. Clients perceive AI as a tool for driving continuous improvement and cost reduction, viewing its benefits in enhancing creativity, data utilization, and global-local connectivity.

Client Expectations in 2024:

Against the backdrop of India's burgeoning influence, clients seek agencies capable of delivering a blend of efficiency and effectiveness. While technology, data, and AI remain integral, CVLS highlights the enduring power of creative ideas in propelling business growth. WPP's approach revolves around leveraging creativity alongside technology and data to drive tangible outcomes, supplemented by efficiency mechanisms like the Global Delivery Centre (GDC) and opti-shoring.

Collaborative Model: Client Briefs and Agency Response:

CVLS illustrates how client briefs often serve as a catalyst for collaborative innovation. Using a leading CPG client as an example, he delineates WPP's role in setting up a content production hub in India to cater to multiple markets. Clients increasingly seek partnerships that transcend traditional boundaries, aiming to unlock value through integrated solutions spanning various business domains.

India's Innovation Ecosystem:

CVLS attributes India's innovative prowess to three factors: its vast talent pool, robust digital ecosystem, and entrepreneurial culture. India boasts a rich talent base, particularly in STEM fields, and a vibrant digital landscape characterized by both global tech giants and a thriving local tech ecosystem. This convergence of talent and technology fosters a fertile ground for creativity, with tech and creativity intersecting to deliver transformative solutions for clients.

India emerges as a beacon of innovation and forward thinking, offering a conducive environment for creative endeavors driven by technology and talent. As global brands navigate the evolving landscape, India's role in fueling growth and fostering innovation cannot be overstated. WPP's strategic focus on leveraging India's strengths underscores its commitment to delivering value-driven solutions in an increasingly dynamic market.