Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{201633,
        author = {Rakshanda Bandu Patil and Prof.Abhijeet Gajbhiye},
        title = {A Study on the Role of HR in Managing Creative Talent in Digital Marketing Agencies at Ascent Media Agency, Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {5429-5434},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201633},
        abstract = {HRM is of great significance in the success of digital marketing agencies in which creativity, innovation, and talent management are crucial for organization growth. In the highly dynamic and competitive landscape of digital marketing, where clients are often the deciding factor in agency success, the role of employees in shaping the satisfaction, branding, and performance of any business cannot be underestimated. The role of HR in handling the creative talent in digital marketing agencies is studied in this research paper by taking the example of a digital marketing agency Ascent Media Agency. The study involves the recruitment, training, motivation, employee engagement, performance management and retention practices of HR departments regarding creative workforce like graphic designers, content creators, social media managers, SEO specialists, video editors, advertising experts and so on.
This study is descriptive research with secondary and theoretical data. The results show that HR policies in digital marketing agencies differ from those in traditional businesses, as digital marketing agencies must continuously innovate, have flexible work cultures, improve skills and work in groups. The paper ends with the conclusion that good HRM leads to the satisfaction of the employees, less turnover, greater creativity and better performance of the agency.},
        keywords = {Human Resource Management, Creative Talent, Digital Marketing Agency, Employee Engagement, Talent Management, Organizational Performance.},
        month = {May},
        }