Creativity will continue to be led by human capital

Publicis Groupe South Asia recently named Paritosh Srivastava CEO of BBH India, in addition to his role as leader of Saatchi & Saatchi India and Saatchi Propagate.

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He talks to Christina Moniz about his plans for each of these agencies and explains how Publicis Groupe's integrated business approach has helped them pick up nearly 80% of its new business mandate. Excerpts:

The creative industry finds itself in a difficult spot today, with consolidation across networks on the one hand and the rise of AI on the other. How do these developments affect it?

I am an eternal optimist. In this case, my positive outlook is validated by India's per capita income of approximately $2,400 and GDP growth rate of 6.5%. Consumer aspiration and consumption will only increase. Brands will be forced to find new ways to be distinctive and meaningful, thus providing the advertising industry with opportunities to deliver creatively and effectively. The creative business is here to stay, and creativity will continue to be led by human capital. AI could become one of the enablers to the business, but I don't see it replacing us.

Ad agencies have their power in the client relationship by being essential partners in business growth. Our leverage comes from being in touch with the evolving marketing landscape, immersing ourselves in the client's business, and finding solutions that work seamlessly across touchpoints.