NEW DELHI: Infuse new talent, bring on board greater professionalism, introduce a strong code of ethics. OOH leaders underscored these imperatives during the course of the discussion on ‘How will OOH Realise its True Potential as a Medium That Walks the Talk’. The panelists, Amitesh Rao, director, brand and media, MTS India, Arminio Ribeiro, CEO, Madison Outdoor Media Group, Hemanth Shah, managing director, Lintas Initiative Outdoor and president, OOH initiatives at Lintas Media Group, Pawan Bansal, COO, jagran Engage and Jagran Solutions and Sunder Hemrajani, MD, Times OOH agreed on the point that if the OOH industry needs to survive in the long-term it would have to attract new talent.
When the session moderator Rajul Kulshreshtha, MD, Kinetic, turned to the panellists to share their individual experiences on building professionalism, Arminio Ribeiro said, “I did succeed in getting talent into my orgainsation.” Talent from other industries will bring a fresh perspective to the OOH industry, he pointed out.
Ribeiro recalled that ten years ago, when he had joined the OOH industry, he had the impression that it was an industry with “full of cowboys who hit below the belt”. “The industry has since come a long way. The perception about OOH industry has positively changed”, he said. “New talent mainly came from other media streams and catalysed the change as they understood the important of OOH”, he said adding they successfully injected professionalism into this field.
“New professionals come with an open mind and adapt to the emerging business needs quickly”, he said. “It is difficult to see that change in people who have spent long years in this industry”, he said to amplify his point.
Hemanth Shah argued, if the industry stood for the right values, talent from outside will come knocking. “If the person has aspiration for himself, it will translate into success for both himself and for the industry”, he said.
Giving a client perspective on professionalism in the OOH industry, Amitesh Rao said, “Transparency will hold the key to attracting fresh talent to the industry.”
Urging the industry to take an integrated approach, he said, “Ideas should be owned by an alliance of people who bring skills to the table.”
Sunder Hemrajani stressed on the point of hiring the services of professional trainers. “It has brought a complete qualitative transformation of
our team”, he revealed. He said, conscious efforts have to be made for inducting management students into this industry from reputed B-schools.
Talking about enhancing client engagement with the industry, he said the professionals have to create compelling reasons for the clients to buy the media. “You have to create professionalism as part of your organisation”, he said.
He also mooted the idea of introducing a code of ethics for
the members of the OOH industry. ‘The time has come for this, for retaining the credibility of the industry”, he said.
Pawan Bansal, stressed on integrity, capability and process as the three essential points for the better performance of the OOH industry. Internal process is an important thing to attract and retain talent, he said. “People are not willing to come to the industry otherwise”, he opined.
The session closed with a consensus view that building a fresh talent pool is a must for the industry. The panelists agreed to support and contribute to any industry-focussed training programmes.