Follow Us
“Algorithms have been there for decades, but it’s all about using them to enhance creativity and agility for the customer,” said Prasanth Kumar, CEO-South Asia, WPP Media, as he sat down for a fireside chat with Nawal Ahuja, Co-Founder, exchange4media, at e4m confluence 2025.
The session - Leadership Exchange: The Triple Mandate - Aligning Purpose, Profit & Platforms in Media’s New Era - started with Nawal Ahuja referencing the idea of ‘Algocracy’ - algorithms governing decisions. Asked whether the industry risks overreliance on data, Prasanth Kumar acknowledged the growing presence of technology but emphasised equilibrium. “Algocracy is an interesting terminology. In our industry also, a lot of enabling will happen through technology,” he said.
On the relationship between data and creativity, Prasanth Kumar said, “Advertising is no longer an interruption; it’s enabling innovation. The more meaning advertising can create, the more powerful it becomes.” He stressed that while data helps understand consumers, it must be matched with “meaningful narrations” that capture attention through good storytelling and enjoyable content.
Sharing his thoughts on the challenge of attracting top talent in a changing market, Kumar underlined the importance of collaboration and skill-building. “We are not talking about one superhuman,” he said. “We are talking about a bunch of collaborative, competitive, exploratory people who enjoy and appreciate creativity.” He added that building such teams requires scouting, training, and creating a “ritual or syllabus” for nurturing talent. “You get your right bunch of people and then you have magic,” he noted.
The conversation also touched upon the rise of digital startups and independent players. “It’s a good state to be in, to know there’s something new…Something new always needs to be there. It helps you not get complacent but only compete more.”
On the growing influence of AI, Kumar explained why he viewed artificial intelligence as an evolution rather than a threat. “Profitability is an important aspect for every organization; it’s the oxygen of any business. I don’t think anybody will lose an opportunity to monetize AI-driven platforms.”
He further said that while search trends may shift, AI would open up new forms of actionable marketing solutions. “It’s good to see people using AI in multiple ways. It gives more interesting ways to learn.”
Further in the conversation, Prasanth Kumar spoke about the Indian media economy and reflected on the fluctuating ad spends and sectoral growth. “Post-pandemic, the challenge has been to see the business of growth in multiple forms,” he said. “There will be volatility, but you need a plan B and plan C. Budgets are increasing, but not blindly, they’re outcome-driven, with a lot more ask for ROIs.” He noted that while growth rates have slowed from double digits to around 7-9%, the market remains robust. “TV still plays a large role, but we’ll see it evolve into an engaging and shoppable medium,” he said. “For marketers, it’s no longer about one or two platforms, it’s about orchestrating multiple ones.”
Speaking about WPP Media’s positioning and the company’s 50% market share in India, Kumar emphasized that GroupM’s mission extends beyond efficiency. “Efficiency will continue to be a part of marketing, it would be foolish to believe it will drop,” he said. “But transformation is about continuous strategic inputs and customised marketing approaches.”
“Partnerships are the real creator of magic - media, tech, content, and data partners coming together,” Kumar asserted.
When asked about the rise of in-house media setups among large advertisers, Kumar viewed it as a natural shift. “None of this is a roadblock for tomorrow. Every company wants to sell more of its products, not just build service structures,” he said. “Collaboration will continue. There’s no major challenge - it’s an opportunity.”
In closing, Kumar backed organic growth in the broadcast ecosystem, and while responding to the ongoing debate over landing page data, he said: “I’m more on the side of organic viewership. We are not in a competition to chase TRPs, but to create the right outcomes for clients.”