It’s no longer just about scale: OGS India’s GCC shifts towards innovation and ideation

14 years ago, OGS’s India operation began with five people and a narrow mandate around data and digital marketing. It has since grown to about 7,000 people across India and the Philippines. The more difficult question now is what that scale means as AI begins to change the economics of knowledge work.

For Kiran Guruswami, Chief Operating Officer, OGS India and Philippines, the GCC model is moving beyond its traditional emphasis on execution and capacity. The expectation from India is increasingly about what it can contribute to the business.

“The expectation is far beyond just execution,” Guruswami says. “It’s no longer just about scale, but also about innovation and ideation.”

From data to a wider mandate

OGS began under the Annalect brand, with a five-member team working within Omnicom’s media agencies. Its initial mandate was to use data to make marketing decisions more evidence-based.

The early work centred on data...

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