Do you think succession planning gets its due in the advertising industry?
That is a very broad generalisation, but I think there is a fair amount of succession planning happening. There is a transition at agencies and it’s a mixed bag. Some are looking for people from within and some from outside.
Is succession planning in the ad world as strong as it is in other industries?
It depends on what industry you are comparing the advertising business too. First of all, advertising is a relatively young industry. As an agency goes up in terms of size, succession planning becomes more formalised.
How is it done at your agency?
At our agency, it is very clear. We have the fortune of being a place with tremendous client and people stability. The senior management team of the agency has been with us for almost 10-15 years. That way, it’s a very stable environment. Having said that, we have a very clear structure in terms of succession planning.
The advertising industry is unique in the sense that there is a very thin line between creativity and management. So unlike other industries, the creative guy ends up as CEO. What are your views on this?
I think that’s a very personal choice. There was a phase when only the business managers got to head the agency. I think that has changed over the last few years because today, you have people who have a broader skill set – people like Piyush and Prasoon. In my mind, people who came from different streams became larger than their own area of expertise. This is what makes you a leader – to be able to go beyond just your specialisation.
That is a very broad generalisation, but I think there is a fair amount of succession planning happening. There is a transition at agencies and it’s a mixed bag. Some are looking for people from within and some from outside.
Is succession planning in the ad world as strong as it is in other industries?
It depends on what industry you are comparing the advertising business too. First of all, advertising is a relatively young industry. As an agency goes up in terms of size, succession planning becomes more formalised.
How is it done at your agency?
At our agency, it is very clear. We have the fortune of being a place with tremendous client and people stability. The senior management team of the agency has been with us for almost 10-15 years. That way, it’s a very stable environment. Having said that, we have a very clear structure in terms of succession planning.
The advertising industry is unique in the sense that there is a very thin line between creativity and management. So unlike other industries, the creative guy ends up as CEO. What are your views on this?
I think that’s a very personal choice. There was a phase when only the business managers got to head the agency. I think that has changed over the last few years because today, you have people who have a broader skill set – people like Piyush and Prasoon. In my mind, people who came from different streams became larger than their own area of expertise. This is what makes you a leader – to be able to go beyond just your specialisation.
Source : IIPM Editorial, 2012
An Initiative of IIPM, Dr. Malay Chaudhuri
and Arindam chaudhuri (Renowned Management Guru and Economist).
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