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Anyone with designation 'Associate Business Analyst' on Infosys? I recently got offer on a development position but the OL specified my designation as associate business analyst. Can someone confirm whether i would be mapped to the development role even though my designation is Associate Business Analyst. Infosys Many thanks in Advance
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1 creative + 1 creative strategist as the new duo. Strategic and creative prompting (with AI) will become the most desired skillsets. You won’t need bloated teams and a bunch of handoffs for most projects. Mind you, this is probably a few years out.
I don’t think anyone’s arguing that strategy replaces creativity. It never could. What’s shifting is the craft side of creative execution. A lot of the more technical aspects of copywriting or art direction will increasingly being supported (and in some cases, fully handled) by AI. That doesn’t mean the creative disappears, but it means one conceptually strong creative may be enough to carry the big idea, while AI executes it. Maybe not today, but soon it will be able to make something look and sound its best with the right prompts and good creative instinct.
And that’s where strategy remains unchanged. You still need someone to identify the right problem, frame the opportunity, and guide the creative. If it feels like strategy is failing you, that’s a question of bad practice, not of the discipline itself…
As far as at least financials …
Kill timesheets. Don’t bill per hour. Not sure what replaces it but maybe some form of retainer, or based on concepts/deliverables or results. Or a mix of all?
I agree that we need to kill timesheets and price work based on outcomes. However, procurement will continue to fight this especially in light of AI. Bill rates allows procurement to easily compare agency pricing and to negotiate both on rates and hours required to complete the deliverables. Holding Companies give in to the clients in order to win the business. Outcome based pricing will be slow in coming.
1. All IT functions except infosec and GDPR compliance should be centralized with a holding company or all be fractional. Hubs in major cities. Specialist on site. It’s been going this way and picking up speed but should be fully realized by now.
2. Accounting and most of HR? See number 1.
3. Speaking of accounting, agencies should drop hourly billing. That’s 80% of the problems we have an accounting need for, the contracts are needlessly complex. Also Unless you’re at an indie, holding companies should handle all subscriptions for tooling, even at the agency or even client level. There’s a person managing this every agency and it’s a waste.
4. No more than six members of the c-suite. Painful but necessary to say there are no exceptions to this rule at any current agency.
5. Reduce your physical footprint. In-office time is important, but no more than 3 days a week. Whoever negotiates and signs your lease for 15 year commercial space at market rate immediately becomes one of your agency’s biggest liabilities. This applies to all cities, at least in the U.S.
6. Charge for new business pitches. Terminate leadership that pitches like its 20 years ago. If there’s a hot dog cart being brought in for the Nathan’s pitch, that’s the person to let go.
7. Social media as we see it today is 20 years old. 20. It is still talked about in holding company agencies as a specialist skill. If your creatives and producers are too good for social , you bad a bad hire or kept them too long. That’s the work now.