MediAvataar's News Desk

MediAvataar's News Desk

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In the given role, she will be responsible for talent management, building capabilities, people development and more

IdeateLabs, a full-service digital marketing company announced the appointment of Setare Irani Degamwala joining as the Head of People and Culture at their Mumbai office. She will be responsible for talent management, building capabilities, people development, strengthening organizational culture, deployment of HR strategies in alignment with the organization’s corporate vision and mission and overseeing the talent acquisition and associate recruitment along with staffing benefits.

Setare comes with over a 12 years of experience in Human Resource Management and has been recognized as one of India's Top 100 HR professionals for her valuable contribution to the HR field. She has worked with organizations like Creativeland Asia, The 120 Media Collective, McKinsey & Co. and TCS amongst others.

Speaking on the appointment, Ms. Vrutika Dawda, Director, IdeateLabs said, “We are a knowledge-based company with people being our core asset. In an environment where acquiring and keeping talent is one of the top challenges, it is crucial for workplace culture to be at the center of all discussions in the office and Setare’s experience will be a key driver in this endeavor.

Reaffirming Vrutika’s trust, Setare Degamwala, Head – People & Culture, IdeateLabs says,”In the last few years IdeateLabs has grown from strength to strength in both capability and people. It’s a fantastic time to be joining the company as it gives me the opportunity to help build and further strengthen the people development, manage current and bring in fresh talent. It also gives me the opportunity to play a vital a role in shaping a culture that will be the key to drive business success”.

Friday, 21 September 2018 00:00

Extreme Cake Makers to premiere on FYI TV 18

FYI TV 18 welcomes you to a world of pure decadence with ‘Extreme Cake Makers’

FYI TV18 introduces you to some of the most talented sugar craft specialists, who go all out to produce the world’s most elaborate and breath taking creations. Extreme Cake Makers premiering on, 24th September 2018, every Monday - Friday at 7:30 pm, will lift the lid on the successes and failures of an elite group of cake makers.

From a life-size Shetland pony to a 9-ft long edible working steam train, this show is at the cutting edge of cake-making. But it's not all buttercream. One slip of the knife or a soggy sponge can mean a caketastrophe!

However, when it comes to creating unique mega cakes, these people are the best in the business. Familiar faces and new talent, take viewers behind the scenes, as they go all out to produce the world’s most delicious and breath-taking creations. No challenge is too great for them of making cake extraordinaire!

From show-stopping sponge to bumper birthday bakes, a creative group of cake makers go all out to make the world's most breathtaking creations. These elite bakers turn cakes into works of art.

Watch some of the most phenomenal bakers across the world transform ordinary-looking cakes into masterpieces, with FYI TV18‘s Extreme Cake Makers, every Monday to Friday at 7:30 PM

The newly elected Executive Council of the Indian Society of Advertisers (ISA) met on September 20, 2018. Mr. Sunil Kataria, Chief Executive Officer, India and SAARC, Godrej Consumer Products Limited, was elected Chairman of the ISA.

Sunil has led the Society over the past two years to newer heights drawing support from his colleagues in the Executive Council, members and all fraternity entities.

On his election for third consecutive term as the Chairman of the ISA, Sunil said “In our journey towards creating further value proposition for the ISA in the industry, the focus will be to make this unique body future-ready. We will work to support the advertisers in navigating the fast evolving digital environment. We will continue to strengthen our relationship with fraternity organizations in the industry and the members of the ISA. I look forward to having continuous support of all members towards adding value from all relevant perspectives".

ISA is the only national body as a strong voice to advertisers over the last 60 years. It has advertiser members from across industries who approximately contribute to over two-thirds of the annual national non-governmental ad spends. ISA, which is a founder member of the World Federation of Advertisers (WFA) and one of the founders of ASCI, continues to partner with other industry bodies that connect to the advertisers. The ISA played a significant role in formation of BARC and is closely partnering with it towards advertisers getting robust and credible data.

The Executive Council members of the ISA thanked Sunil for his substantial contribution to the ISA as Chairman over past two years and expressed pleasure to elect him again for 2018-19.

Other members of the Executive Council are:

· Mr. Atul Agrawal, Senior Vice President – Corporate Brand and Marketing, Tata Services Limited,

· Ms. Anuradha Aggarwal, Chief Marketing Officer, Marico Limited

· Mr. Abraham Mathew Alapatt, President & Group Head - Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited

· Mr. Narendra Ambwani, Director, Agro Tech Foods Limited

· Mr. Siddhartha Banerjee, Executive Vice President – Marketing, Vodafone India Limited

· Mr. J. C. Chopra, Advisor, Anant Healthcare Technology Solutions (P) Ltd.

· Mr. Ravi A. Desai, Head, Brand & Mass Marketing, Amazon Seller Services Pvt. Ltd.

· Mrs. Paulomi Dhawan, Strategic Adviser, Raymond Limited

· Mr. Abhishek Desai, Director Marketing Operations, Procter & Gamble Hygiene and Health Care Limited

· Mr. Chandru Kalro, Managing Director, TTK Prestige Limited

· Mr. Sandeep Kaul, Divisional Chief Executive – India Tobacco Division, ITC Limited

· Mr. Sandeep Kohli, Executive Director – Personal Care, Hindustan Unilever Limited

· Ms. Beena Koshy, Executive Vice President & Head - Exports, Bajaj Electrical Limited

· Mr. Bharat V. Patel, Independent Director, Aditya Birla Sun Life AMC Ltd.

· Mr. Anil Viswanathan, Director Marketing Chocolate, India, Mondelez India Foods Pvt. Ltd.

· Mr. Ramakrishnan Ramamurthi, Chief Executive, Polycab Wires Pvt. Ltd.

· Mrs. Deepika Sabharwal Tewari, Associate Vice President, Jewellery - Titan Company Limited

· Mr. Amit Tiwari, Vice President – Marketing, Havells India Ltd.

· Mr. Brahm Vasudeva, Chairman, Hawkins Cookers Limited

The partnership allows advertisers to make use of zeotap’s high-quality segments through the different Adobe solutions.

Zeotap’s data has been shown to exceed up to 6x market benchmarks on measured demographic On-Target Percentage (OTP) levels.

zeotap, an independent mobile data platform that unites the world’s most valuable data to fuel growth, today announced that it has completed its integration with Adobe’s – (Nasdaq:ADBE) Audience Manager DMP (Data Management Platform) and Audience Data Marketplace.

In a time where both brands and agencies alike have worked tirelessly to bring their various pools of consumer data together in the past years, DMPs (Data Management Platforms) and Data Marketplaces are on the rise. The partnership between zeotap and Adobe is a reflection of this trend, wherein agencies and brands rely strongly on 3rd party data to complement their own data assets and empower them across the various digital channels. Naturally, advertisers find it relatively easier to collect a set of data on their current customers, whilst being reliant on 3rd parties to complete the picture in other areas and continuously identify promising prospects.

zeotap’s integration with Adobe is in line with an increasing need to base customer research and outreach on the same datasets and the general desire in the market to centralise intelligence. In the past, advertisers’ customer data was largely scattered across various siloes and the partnership is also another major step for zeotap on its way to make its data safely accessible within all relevant environments for its clients. The company is already directly integrated with all major DSPs (demand-side platforms), several global SSPs (supply-side platforms) and numerous major global and local publishers in the market.

As of now, zeotap’s segments can now be pushed as 1st party data to advertisers’ Adobe DMP seats and within the Adobe Audience Marketplace. The partnership applies to all of zeotap’s deterministic and comprehensive socio-demographic, interest and purchase intent data, which are made available in a fully privacy-compliant manner and can be leveraged across insights, modelling and activation use cases within zeotap’s core geographies, Europe, North America and India.

“High-quality 3rd party data providers are scarce in today’s market, but are much needed since a 1st party data only approach is always limited when it comes to prospecting new customers in the short and medium term.” said Daniel Heer, Founder & CEO at zeotap. “The integration between zeotap and Adobe closes that gap by offering accurate and verified data at scale for brands to achieve their performance objectives.”

zeotap data has proven to exceed market benchmarks by up to 6 times on measured demographic On-Target Percentage (OTP) and other key performance indicators. The company has also introduced automated rigid data quality audits on top of its 3-step GDPR compliance audit across all of its data partners to crucially simplify advertisers search for good data and offer guarantees. So far, only 10% of roughly 200 potential data partners have moved through all tests successfully and were allowed to join the platform.

Nevertheless, with a mix of large global and local partners zeotap has by now united over 1 billion comprehensive high-quality data profiles to ensure that campaigns do not only meet or overachieve clients’ qualitative goals but also at the volumes needed to deliver large branded campaigns.

The impact of artificial intelligence (AI) on the future of jobs is usually discussed in theoretical terms. Reports and opinion pieces cover the full spectrum of opinion—from the dystopian landscape that leaves millions unemployed, to new opportunities for social and economic mobility that could transform society for the better.

But the impact of AI on jobs is not just theoretical any more—it’s very much part of our present. The World Economic Forum’s The Future of Jobs 2018 takes a look at how today’s jobs are being transformed by the introduction of new technologies. Data on the skills that millions of members report on LinkedIn can give us additional insight into how AI is impacting different industries and job functions globally.

Our research into emerging skills around the world shed light on a few growing trends:

• AI skills are among the fastest-growing skills on LinkedIn and saw a 190% increase from 2015 to 2017.

• Industries with more AI skills present among their workforce are also the fastest-changing industries.

• The countries with the highest penetration of AI skills are the United States, China, India, Israel, and Germany.


Our findings suggest that while changes driven by AI technologies may still be in their infancy, we are already seeing their impact across the global labor market.

Building momentum across industries

In 2017, the number of LinkedIn members adding AI skills to their profiles increased 190% from 2015. When we talk about “AI skills,” we’re referring to the skills needed to create artificial intelligence technologies, which include expertise in areas like neural networks, deep learning, and machine learning, as well as actual “tools” such as Weka and Scikit-Learn. LinkedIn data shows that all types of technical AI skills are growing at a rapid pace around the world.

As culture and tastes change and new technologies are created, industries and jobs evolve accordingly. One of the ways to measure these evolutions is by how the skills needed for different jobs are changing. These changes propagate through occupations and industries in different ways. In some cases changes are driven by the nature of jobs or tasks changing, such as, say, an accountant focusing more on human-centric customer service tasks and less on routine tasks which have been automated—or a marketing specialist focusing on search engine optimization (SEO) to make their company’s blog content easier to discover via a Google search. In other cases, specific skills become more important to a job as they bring productivity gains—such as a data specialist using new programming and machine learning skills to more effectively target clients and ultimately generate revenue. When we compare all the different skills held by an industry’s workforce in 2015 vs. 2017, it’s clear which industries have changed the most by how much their overall skills makeup has changed.
As it turns out, the industries with the most AI skills present in their workforce are also the industries that are changing the fastest. If we consider “change”to be a proxy for innovation, then this indicates that the presence of AI skills correlate strongly with innovation within an industry. It also means there’s an opportunity for many industries to invest more heavily in their AI capabilities.
When we zoomed in from the industry level to the skill level, we found that many of the changes were due to a rise in (1) data and programming skills that are complementary to AI, (2) skills to use products or services that are powered by data, such as search engine optimization for marketers, and (3) interpersonal skills. It’s a compelling illustration of how technology affects an industry. Directly getting incorporated into products is part of the impact, but the bigger impact is through complementary products and services.

Still Niche...or Universal?

Researchers predict that AI will have applications across nearly every sector—from construction to financial services and beyond. To understand the extent to which AI skills have spread beyond the software industry, we took a look at year-over-year growth of these skills across industries. While the software industry does continue to stand out as the top field for professionals with AI skills, growth is also strong in sectors like education and academia, hardware and networking, finance, and manufacturing.

When it comes to volumes in particular, the education sector stands out as the industry where the second-highest numbers of core AI skills were added by members in 2017—suggesting that the growth of AI is correlated with more research in the field.

Human and machine, everywhere

Artificial intelligence technologies are more ubiquitous than many people realize—and that’s true on a global level. The United States, China, India, Israel, and Germany rank as the countries with the highest penetration of AI skills among their workforce.

This growing ubiquity raises philosophical questions on the nature of how we relate to our work on a human level. As AI skills become increasingly relevant, we wanted to better understand whether typically “human” skills—e.g., those related to personal characteristics, interpersonal communication and cognitive skills—are on the rise as well. Our findings may not come as a surprise: at least for now, interpersonal skills aren’t going anywhere.

In the World Economic Forum’s The Future of Jobs 2018, we found that a number of human-centric occupations fall into the top ten most emerging occupations—i.e., occupations which have seen the most growth in hiring over the past 5 years. Globally across all industries, top emerging occupations include Marketing Specialists and Managers, Human Resources Specialists and Consultants, and User Experience Designers. These roles require an understanding of human behaviors and preferences—a skill set which fundamentally can’t be automated.

In addition, a number of highly automatable jobs fall into the top ten most declining occupations—i.e., occupations which have seen the largest decreases in hiring over the past 5 years. These occupations include Administrative Assistants, Customer Service Representatives, Accountants, and Electrical/Mechanical Technicians. As the OECD notes, the risk of automation increases if educational attainment and skill levels for a role are generally low, and roles such as food preparation assistants, cleaners and helpers, and labourers in mining, construction, manufacturing, and transport are at highest risk of automation.

As the world continues to invest in AI technologies, we’ll continue to assess their externalities and impact on the workforce, especially as it relates to opportunities for more effective reskilling and education initiatives. As new skills emerge, governments, educational institutions, and employers should consider how they are creating learning programs to equip people with the new and changing skills that are needed to keep up with the modern economy.

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