IPG Mediabrands Opens Largest Global Capability Centre in Pune
IPG Mediabrands, the media holding arm of the US-based advertising giant Interpublic Group, has inaugurated its largest global capability centre (GCC) in Pune. The new facility is set to accommodate 3,000 employees within the next two years, according to top company executives.
Currently, the Pune centre houses 1,000 employees and will act as a pivotal hub for media activation, product development, and engineering services for over 500 global clients spanning various industries. The centre will provide a range of services including media planning and buying, billing and reconciliation, finance, and human resources.
IPG plans to recruit professionals from diverse fields, including data scientists and analysts, to support its operations in Pune.
Jarrod Martin, CEO of Interpublic’s performance marketing group Kinesso and data business Acxiom, highlighted the strategic importance of the investment in India. "It was strategically important for us to double down on our investment in India. India offers a great talent pool that will enable us to standardize and scale our global offerings effectively", Martin stated.
IPG Mediabrands currently operates GCCs in several countries, including Colombia, Mexico, Poland, the Philippines, and Malaysia. The launch of the Pune centre marks a significant expansion in IPG’s global operations.
Shashi Sinha, CEO of IPG Mediabrands India, described the Pune GCC as a testament to IPG’s strategic commitment to India and its focus on leveraging local talent for media innovation. "Over the past year, we have doubled our size, and we expect India to become the second-largest IPG Mediabrands market by employee headcount in the next two years", Sinha said.
The establishment of the Pune GCC is part of IPG Mediabrands’ broader strategy to standardize systems and processes globally, aiming to create a unified collaboration framework across various markets. "We now have a blueprint to accelerate operations in India, allowing us to implement a templated approach that can be adapted across different regions without worrying about market-specific nuances", Martin added.
In addition to expanding its GCC network, Interpublic Group is actively exploring acquisition opportunities in India to enhance its global data capabilities. Martin noted that the company is particularly interested in assets related to retail media. "We are looking at potential acquisitions that can provide us with globally scaled data in the retail sector", he said.
Globally, Interpublic Group is also focused on acquiring assets to strengthen its capabilities in retail media, artificial intelligence, and marketing technology. Both Martin and Sinha emphasized that while AI will automate routine tasks and disrupt existing job roles, it will also create new opportunities. Continuous retraining and skill development will be essential to adapt to these changes. "AI will drive efficiency and transform the job market, but it will also necessitate ongoing learning and adaptation", Martin concluded.
