Category: AD Agencies

Colour Palette Films’ CaratLane Film wins best film at IAA Awards

Mumbai: ‘Postcards- Khul Ke Karo Express’ produced by Colour Palette Films for CaratLane and the agency BBH, was awarded the best film in the ‘Fashion and Accessories’ category at the prestigious International Advertising Association- (IAA) India Chapter- Awards this year.

The core of the film is the tender relationship between a mother and son. Colour Palette Films worked closely with the agency creatives on the nuances of the script and the characterisation before the production stage. Strong performances, sensitive storytelling, soft lighting, a bittersweet music track and a warm, textured visual palette bring the film alive, making it emotionally impactful for the viewers.

The film series, conceptualised by BBH India and directed by Arunima Sharma, showcases the unique feature of embedding video messages in CaratLane jewellery, revolutionising the gifting experience and providing customers with a novel way to express their emotions through jewellery. The Postcards campaign, which features three different heart-warming stories across three films, beautifully captures the essence of relationships and emotions, offering viewers a heartfelt experience that transcends traditional gifting.

“Khul Ke karo express” executive producer & Colour Palette Films Sayan founder Banerjee expressed his views on the project, saying, “The partnership with CaratLane proved to be a creatively fulfilling endeavour for our team. We were deeply moved by the emotional richness of the scripts, and we committed ourselves to vividly portraying these narratives. The music contributed significantly, and the use of the sarangi elevated the overall storytelling. The casting process was paramount for this film, which explores the profound emotional connection between a mother and her son. Komal Chhabria brought a touching softness, vulnerability, and authenticity to the role of the mother, while Eklavya’s portrayal of the son resonated with genuine subtlety, making his performance particularly impactful.”

Colour Palette Films is founded by Banerjee, a seasoned professional with over 12 years of experience in feature and advertising film production who has gained recognition for his exceptional work in producing commercials and feature films. With a track record of working with prestigious production houses like Excel Entertainment and Maddock Films, Sayan has line-produced major feature films such as Rock On 2, Finding Fanny, and Bangistaan.

His expertise extends to television commercials, having line-produced ads for renowned brands such as UC, Uber, Kerovit, Amazon, Muscle Blaze, Samsung and Horlicks. Sayan’s career highlights include collaborating with acclaimed producers like Ritesh Sidhwani, Farhan Akhtar and Dinesh Vijan- apart from producing successful advertising campaigns for brands like L’Oréal Paris, CaratLane- A Tanishq Partnership, HDFC Ergo, Vivo and many more, under his production house Colour Palette Films.

Sayan added, “My extensive experience in commercial Hindi film production really helped me understand the nuts and bolts of production early on, making my advertising production highly method-oriented, meticulous and cost-effective while not compromising on quality. The team you put together is one of the most important aspects of a producer’s job. We, at Colour Palette Films, believe in empowering the talent we hire to deliver their best and we strive to elevate the brand’s earlier films by a notable degree.”

His recent productions include the highly successful ‘Worth It’ campaign by L’Oréal Paris featuring Alia Bhatt and the recent Everyuth campaign. Colour Palette Films helped elevate the L’Oréal Paris campaign by putting together an exceptional team that delivered global standards of cinematography, production design and post-production, contributing to the campaign’s overall scale and sophistication.

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November 12, 2024
IAA’s ‘Voice of Change’ third edition summit to be held at Google HQ in Gurgaon

Mumbai: The International Advertising Association’s India Chapter (IAA) is hosting the third edition of its Voice of Change summit on 11 November at the Google office in Gurugram. Through this event, the IAA is championing the mindful portrayal of gender across all forms of content. Google India & Youtube are the presenting partners, while UNICEF the Knowledge Partner and TVS are the Associate Partner for this event.

Content shapes consumers’ mindsets. And because it is consumed across geographies, demographics, and platforms, it is important to sensitise people to the way gender is portrayed. The third edition of the IAA: Voice of Change summit is set to be an inspiring day of debates, discussions, and dialogues for policymakers, advertisers, brand custodians, content creators, and communication specialists to recognise their power in driving balanced and inclusive portrayals of gender roles in media for enduring change.

Through discussions with a diverse range of content creators from advertising/digital/film backgrounds, the event will shed light on the power of imagery and narrative in shaping perception of gender roles.

Former Minister of Information and Broadcasting (MIB), government of India & actor Smriti Irani and actor Taapsee Pannu are among the speakers who will be part of the half-day event.

The Free Press Journal, IAA India Chapter & president, Abhishek Karnani said, “Among the various initiatives undertaken by the IAA in the country, we have been pushing the needle around gender-sensitive communication across platforms. The ‘Voice of Change’ movement is our flagship property in this space. Through this event this year, we will push the cause across the industry with a diverse list of speakers covering advertising, marketing and media.”

IAA Women Empowerment Committee chairperson, Nina Elavia Jaipuria added, “Content is a mirror to society. As content creation gets democratised and viewership grows, it is imperative to create awareness and sensitize creators towards a positive, inclusive and gender equitable portrayal in their narratives. At the third edition of the IAA ‘Voice of Change’ summit, we have Smriti Irani, as a keynote speaker & also joining us is actor Taapsee Pannu, who is known for pushing gender stereotype in the roles she has played. Along with them is an illustrious panel of speakers from the advertising, marketing and media community, we continue to actively challenge stereotypes across the content industry to drive enduring change.”

IAA Women Empowerment Committee co-chair, Megha Tata, further stated, “The first edition of Voice of Change focussed on advertising. The second year added TV & OTT content. This year we are adding Digital content to the conversation. We know that the level of content being consumed is at an all-time high on digital and social platforms and it is important that gender stereotyping is addressed on digital and social content also. I’d like to thank UNICEF and Google for partnering with us in helping make a much-needed shift in the perceptions of gender.”

November 7, 2024
Tribes Communication wins big laurels at Dragons of Asia 2024

Mumbai: At the 24th Dragons of Asia 2024 Awards on 18 October in Kuala Lumpur, Tribes Communication, a marketing communications agency, was named India’s top agency and ranked second in Asia. This recognition was based on Tribes’ collaboration with partners, winning the Blue Dragon for best campaign in India and Gold Dragons for best brand loyalty campaign and best marketing discipline campaign.

Tribes and its partners won eight awards, including two Silver Dragons for best product launch and best use of media, and three black dragons for best brand loyalty campaign, best innovative idea, and best small budget campaign.

The Dragons of Asia Awards are renowned for recognising the best marketing communications work across the APAC region, with a focus on creativity that drives tangible business results. Tribes Communication’s triumph, reflects its dedication to producing groundbreaking campaigns across diverse sectors.

Tribes Communication MD & CEO Gour Gupta said, “We are extremely happy to have been bestowed with this double honor at the Dragons of Asia 2024. This is a special moment for us as it is a celebration of our incredible campaigns that have earned accolades across different categories. It is a testament to the power of collaboration with our partners and clients and the hard work of our teams and has enabled us to deliver winning campaigns consistently.”

The Dragons of Asia director, Mike Da Silva said, “This year’s international Judging Panels, representing 22 Countries, reported that the 24th Dragons of Asia Programme generated a quality of entries never seen before. Along with winning multiple awards – including the prestigious Blue Dragon for the best campaign in India, as well as Gold, Silver, and Black Dragon recommendations – Tribes ranked number one in India and second in Asia, making them standout agency of the year.”

October 21, 2024

The One Club for Creativity wraps up a successful Portfolio Night 2024

Mumbai: The One Club for Creativity concluded the third edition of Portfolio Night 2024 in Mumbai and has become one of the most important networking events for the creative industry. The event took place on 10 October (virtual) and 11 October (Mumbai) 2024. Fostering connections between emerging talent and established creatives; Portfolio Night is an ecosystem of creative development, the launchpad of careers, and a major force in shaping the future of creativity.

The event was held at the Ecole Intuit Lab in Mumbai and was co-hosted by agencies under Omnicom Advertising Group – BBDO India, DDB Mudra Group, and TBWAIndia. It brought together 110 emerging creatives with diverse academic backgrounds in design, planning, direction, content writing and so on.

BBDO India chairman & CEO Josy Paul, kicked off the event with an inspiring speech. This was followed by an energetic, fast -paced evening of one-to-one portfolio reviews by the jury panel of 30 jurors over the two days.

“Portfolio night is really about a portfolio of creative values: Originality, freedom, fearlessness, love, passion and belief. That’s what I was looking for. It is as much about the people as it is about the work. And I got all of it. For that’s what I saw, felt and experienced at this electric night. Thank you for the collision of emerging talent and established creatives. It was alchemy. The future of creativity is shining bright” said, Josy.

Speaking about this year’s juror experience, DDB Mudra Group CCO Rahul Mathew said, “While the Portfolio Night may come across as a night of evaluation by the creative heads, it’s also an introduction. We’re introduced to where the talent is headed and what the future has in store for our industry. And once again we leave reassured and confident that the future of creativity is bright.”

TBWA India chief creative experience officer Russell Barrett commented, “As always it was an amazing experience to interact with the energy and the openness of the future of our industry. This year I saw a number of portfolios that were not from the traditional areas of creativity – animators, cinematographers, UX, UI designers. While a good number of the other portfolios had experiential and innovation ideas too. It’s great that the portfolios at portfolio night are keeping pace with the rapid changes we’re seeing all around us.”

Sukanya Aggarwal emerged as the winner at the Portfolio Night Mumbai while Udo Döhler Neto won the virtual pan-India Portfolio Night. They’ve both earned the chance to participate in the prestigious global Portfolio Night All-Stars program. This program brings together creatives with winning portfolios from all host cities. These lucky All-Stars will work in global teams on a brief from a major brand and attend seminars and recruiting sessions. At the end of the week, each team presents their pitch, with the winning Portfolio Night All-Stars flown to New York by The One Club for Creative Week 2025.

Jury Panel – Mumbai

Sr. No	Jury Name	Organization
1	Aalap Desai	tgthr
2	Arun Iyer	Spring Marketing Capital
3	Gia Fernandes	Dentsu Webchutney
4	Hemant Shringy	FCB Ulka
5	Josy Paul	BBDO India
6	Kainaz Karmakar	Ogilvy India
7	Mukund Olety	VML
8	Pallavi Chakravarti	Fundamental
9	Priya Shivakumar	DDB Mudra
10	Rahul Mathew	DDB Mudra Group
11	Raj Kamble	Famous Innovations
12	Rajdeepak Das	Leo Burnett India
13	Russell Barrett	TBWA India
14	Shitu Patil	Publicis India
15	Sindhu Sharma	Enormous
16	Sonal Chhajerh	Leo Burnett India
17	Swati Bhattacharya	LightBox
18	Varsha Desai	MullenLowe Lintas

Jury Panel – Virtual

Sr. No	Jury Name	Organization
1	Ajeet Shukla	Dentsu Webchutney
2	Akshay Seth	Ogilvy
3	Chandani Samdaria	L&K Saatchi & Saatchi
4	Ishan Mehta	22feet Tribal Worldwide
5	Pooja Manek	Talented
6	Preeti Kaul	Ogilvy
7	Shruti Subramaniam	BBDO India
8	Siddhi Yadav	McCann
9	Snigdha Malhotra	BBDO India
10	Suchitra Gahlot	FCB Ulka
11	Sushant Dharwadkar	TBWA India
12	Vishnu Srivatsav	22feet Tribal Worldwide

October 14, 2024

Dentsu reveals 2025 media trends report

Mumbai : dentsu releases its 2025 media trends report, titled The Year of Impact. This edition, crafted by specialists across Carat, dentsu X, and iProspect, explores the profound changes driven by algorithms, artificial intelligence, and the new dimensions of consumer engagement, expected to shape the media landscape in the upcoming year.

The report details how 2025 will drive toward a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what dentsu defines as the “Algorithmic Era of Media.” With over 40 pages of in-depth insights, the report outlines how brands can harness this new media environment to drive tangible impact and growth.

dentsu Media APAC, chief client officer & practice president Prerna Mehrotra commented: “At dentsu, we’re truly excited about what we call the Algorithmic Era – where generative AI and personalization are set to drive unprecedented change in how brands engage with consumers, creating new ways for brands to capture consumer attention and build relationships. We see media becoming 100% addressable, shoppable and accountable, highlighting the need for marketers to think about media in a whole new way. Brands must build Media ++ strategies to create more memorable, personalised moments tapping into the creator economy and building connected ecosystems to identify new spaces for growth. In our latest edition of the dentsu Media Trends report, we deep-dive into 10 trends and provide strategic considerations for brands to deliver impact in this new era.”

“The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of The Algorithmic Era, where real-world value creation moves beyond experimentation,” says dentsu Media global practice president, Will Swayne. “The 2025 report is a toolkit for brands seeking to thrive in this new era, offering strategic guidance on leveraging niche communities, connected television, and next-level retail media.”

According to the 2025 Media Trends report, the key themes poised to drive the industry forward include:

1.   AI moves from potential to actual impact: AI has evolved from a nascent trend to a transformative force, embedding itself in daily life and revolutionizing media planning, content creation, and consumer interaction. AI-generated micro-moments and the rise of dynamic personalization are opening new doors for brands to build deep, meaningful connections with consumers.

2.   Storytelling breaks through the algorithmic bubble: Niche interests and deep fandoms are becoming invaluable assets for brands looking to stand out. Storytelling will be the primary tool for brands to navigate the increasingly algorithm-driven media space, creating impactful narratives across connected television and digital platforms.

3.   Retail reshapes media: Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With key players like Amazon, Walmart, and even the finance industry expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of media strategies.

4.   The quest for quality: As media investments increase, so does the demand for higher-quality engagement. Brands must prioritize strategic partnerships and premium content to cut through the noise, ensuring their media dollars drive both immediate results and long-term brand equity.

5.   Unevenly distributed future: As technology and media consumption habits evolve unevenly across regions, brands will need to adopt hyper-localized strategies. Regulatory, economic, and technological divides are reshaping the global media landscape, and brands must be prepared to navigate these complexities.

dentsu

October 10, 2024
PVR-INOX partners with Khushi Advertising to boost cinema advertising

Mumbai: PVR-INOX, India’s largest film exhibitor, secures a strategic partnership with Khushi Advertising Ideas Pvt. Ltd (KAIPL) to revolutionise cinema advertising in South India. This collaboration capitalises on the growing demand for cinema advertising, with the market Ad-Ex projected to grow by 12 per cent this year.

With over 20 years of experience, Khushi Advertising is known for its innovative campaigns that reach consumers across 35 cities through a dedicated team of over 250 professionals. The five-year contract appoints Khushi Advertising as the exclusive ad-sales affiliate for the South India market, aiming to manage cinema advertising sales effectively and enhance PVR-INOX’s market share.

The partnership reflects confidence in cinema advertising’s future, which saw a remarkable growth rate of 36 per cent last year. According to PVR INOX, CEO – revenue and operations, Gautam Dutta, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11 per cent of our total revenue, but post-COVID, that contribution dipped to around 7-8 per cent as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership.”

Khushi Advertising Ideas Pvt. Ltd., CEO, Vishnu Telang highlights the remarkable growth and universal appeal of South Indian cinema, stating, “The South Indian film industry has experienced phenomenal growth, with blockbuster hits like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fanbase. With highly anticipated releases such as Vettaiyan, Kanguva and Pushpa 2 scheduled for this year, 2024 is set to be the ‘Year of South Movie Dominance.’ To leverage this momentum, we are excited to announce our strategic partnership with PVR Inox, which will significantly expand our advertising footprint in South India. This collaboration allows us to tap into a dynamic audience through highly impactful advertising campaigns linked to our diverse lineup of films, creating lucrative opportunities for brands to engage effectively. At Khushi Advertising, we excel in providing integrated OOH solutions across India, utilising specialised venues such as malls, airports, and corporate parks. Our strategic focus on maximising brand visibility ensures that we craft compelling campaigns that resonate with audiences in vibrant environments. Together with PVR Inox, we are poised to enhance advertising revenues and deliver your message directly to your target audience, no matter where they choose to engage.”

Khushi Advertising Ideas Pvt. Ltd., director, Pranay Shah stated, “We are thrilled to announce our strategic partnership with PVR INOX, a leader in the cinema exhibition industry. This collaboration aims to revolutionise cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment. As cinema attendance continues to rise, we anticipate that this collaboration will not only enhance brand engagement but also drive significant growth in advertising revenue for both Khushi Advertising and PVR INOX. Together, we are committed to setting new standards in cinema advertising and creating memorable experiences that leave a lasting impression on audiences.”

October 9, 2024
IOAA joins the global initiative essays for peace to mark International Peace Day

Mumbai: The Indian Outdoor Advertising Association (IOAA) joined the global movement Essays for Peace in commemoration of UN International Peace Day. As a part of this initiative, a glowing candle symbolizing peace and unity was displayed on digital screens at midday across India for five minutes by digital out-of-home (OOH) partners, aligning with similar displays around the world. The image, free of words or logos, represented a universal call for hope and solidarity, resonating with the pressing need for peace in today’s world.

In India, the initiative recorded widespread participation. A coalition of prominent OOH media companies, including Network Advertising, Wallop, Laqshya Media, Jagran Engage, AS Advertising, Roshan Space, Symbiosis, Alakh Advertising, Vyoma Technologies and Brands on Wheels, Pioneer Publicity united to bring the campaign to life.

The combined network of the OOH media partners enabled the successful display of the candle in diverse locations, such as Delhi, Mumbai, Chennai, Kolkata, Hubli, Lucknow, Aligarh, Raipur, Noida, Secunderabad, and Goa. The seamless execution across such a wide geographical spread underscored the Indian OOH sector’s ability to mobilize quickly and effectively for initiatives of international significance.

Globally, the action took place in several cities in New Zealand and concluded in Honolulu, Hawaii.

IOAA’s involvement is part of its ongoing effort to align the Indian OOH industry with international standards through collaboration with the World Out of Home Organization (WOO), showcasing the sector’s capability to engage on the world stage.

Indian Outdoor Advertising Association chairman & Jagran Engage (A Unit of Jagran Prakashan Ltd) chief operating officer Pawan Bansal said “IOAA is delighted to mark International Peace Day as part of the global initiative and movement, “Essays for Peace.” This initiative is not only relevant and essential in today’s world but also part of IOAA’s broader mission to integrate into the global World Out of Home community, aiming to elevate the Indian out-of-home industry to international standards.

Going forward, we will witness several such events on the Indian Out of Home platform. One key initiative being spearheaded by IOAA is the plan to make OOH India an eco-friendly and sustainable industry, with the goal of achieving ad-net zero by 2030.”

Looking ahead, the Indian Out of Home platform will host several events. A major initiative led by IOAA aims to make the OOH industry in India eco-friendly and sustainable, with a target of achieving net-zero emissions by 2030.

September 24, 2024
itch: A new agency on a mission to redefine advertising

Mumbai: A new digital agency, itch, has emerged with a clear vision to transform the advertising landscape. Founded by three industry veterans, itch aims to make ads feel less like ads, creating work that sparks curiosity and leaves a lasting impression.

Beyond creativity, itch is built on agility and the philosophy of bringing method to the madness. By refining processes and staying nimble, they ensure that their ideas not only sound great in the boardroom but come to life with real impact. The agency aims to tackle the growing need for more meaningful, innovative campaigns that prioritise substance over noise.

“Our goal with itch is not just to do different things but to do things differently, we’re at a point where people are saturated with overt messaging, so we’re constantly asking ourselves, how can we deliver a message that doesn’t feel like one? It’s about crafting stories that people want to engage with where the creative work doesn’t scream ‘ad.’” said itch co-founder and creative director Naman.

“At itch, it’s as much about the people as it is about the brands. We’re building an ecosystem that fosters bold ideas, nurtures talent, and challenges norms. Agility is key in today’s market, where brands seek more than just surface-level marketing, and hence quick adapting becomes essential,” itch’s co-founder Apoorva, who spearheads growth & talent, explained how the itch community operates.

“Running an agency is a delicate balance between structure and freedom. We wanted to bring a level of process that makes it easier for creativity to thrive, allowing our team to execute bold ideas efficiently and consistently. Our approach is all about making things work smarter, not harder,” on the operational front, co-founder and operations lead Surbhi emphasised.

By blending creativity and collaboration, itch aims to redefine the connection between talent and brands, leaving a lasting impact on the industry. The agency has already secured several key accounts and will announce these wins shortly. With a focus on strategic thinking, creativity, and refined processes, itch positions itself as a distinct player in the advertising world, promising to deliver work that is anything but ordinary.

September 24, 2024
Dentsu Creative launches ‘Future Mandala’ in India

Mumbai: Dentsu Creative, a global network within the Dentsu Group that consolidates various creative, digital, and branding agencies, has introduced ‘Future Mandala’ in India. This tool is designed to provide brands with insights and foresight to innovate and develop new business ecosystems. Originally developed by Dentsu Tokyo in 2011, the tool has already made an impact in global markets and is now set to guide Indian brands toward sustainable growth and market leadership.

Unlike traditional trend reports that offer limited insights, Future Mandala provides a deeper understanding of socio-economic shifts, third-party research, and demographic trends. It delivers brands a blueprint to stay ahead of the market by identifying opportunities for product innovation and developing communication platforms and business models. This dual capability enables businesses to anticipate changes and take decisive action.

Dentsu Creative South Asia CEO Amit Wadhwa emphasised that understanding the future is essential to shaping it. Future Mandala helps brands move beyond short-term trends and focus on long-term innovation. It reflects Dentsu’s commitment to “Innovating to Impact” by helping clients lead the market with strategic clarity.

Dentsu Creative India chief strategy officer Sumeer Mathur added that the tool assists marketers in understanding how current trends will influence the future. It helps shape business ecosystems, from product development to consumer communication, providing an actionable roadmap for the next five years. Drawing on data from government reports, industry insights, and trends, Future Mandala enables brands to drive innovation in a changing economy.

Offered as a premium service to Dentsu’s clients, Future Mandala has a proven track record of driving business transformation globally. Developed by experts including Takuya Kagata of Dentsu Consulting Inc., it equips Indian brands to be future-ready and achieve long-term growth.

September 24, 2024
Dentsu reveals insights on B2B buyers with fourth annual Superpowers Index

Mumbai: Dentsu, an integrated growth and transformation partner to the world’s leading organizations, has published the largest study of B2B buying behaviour globally for the fourth consecutive year. The Superpowers Index includes over 14,000 individual buyer interviews and covers over 25,000 in-depth buying experiences. The research provides a diagnostic platform that addresses the real drivers behind B2B buying decisions, where to improve the B2B buyer journey and the business impact of the experience.

The publication of this research coincides with the global expansion of dentsu’s B2B Specialised Practice. Dentsu B2B is designed to connect modern businesses, driving growth through integrated B2B solutions that bridge the gap between marketing, IT, and sales, helping brands achieve unprecedented levels of performance. The specialised practice is an evolution of the successful Merkle B2B offering. Already one of the largest and fastest-growing B2B practices, it is expanding to include additional capabilities across dentsu’s agency brands and geographies, ensuring global consistency and local relevance.

In Asia Pacific, Kiaran Geen continues to lead dentsu B2B, driving innovative solutions and growth across the region. His leadership is instrumental in building upon dentsu’s B2B capabilities and delivering impactful results for our clients.

The Superpowers Index, originally published in 2021, uses a single metric that captures the overall brand experience and provides a comprehensive, single index to help brands assess their performance against key criteria that drive success. This index offers invaluable insights, enabling businesses to fine-tune their strategies and achieve superior outcomes.

● Brand building has jumped from the fifth priority in 2023 to the number one priority in 2024

● The number of brands considered as part of B2B buying journeys is up 62% since 2021

● Average decision time has increased 54 days since 2021. The estimated value to the world economy of these delayed B2B opportunities is approximately $1.9tn

● Only around two in five businesses were highly satisfied with the brand they chose in tailoring their offering to fit their needs, and these scores have shown no sign of improving since 2022

● A 10-point increase in the proprietary Superpowers Index Score results in a 14% average uplift in the dollar value of each opportunity

In addition to the Superpowers Index, dentsu B2B has launched speciality capabilities aimed at transforming B2B marketing and sales strategies, via the dentsu B2B growth engine:

Marketing For Growth — This growth framework leverages both technology enablement and marketing services to accelerate business expansion. By integrating advanced technology with strategic marketing efforts, businesses can achieve scalable growth and enhanced market presence.

Intelligent ABX — By harnessing the power of artificial intelligence, Intelligent ABX revolutionizes account-based management initiatives. This solution empowers clients to transform their approach, ensuring more effective targeting and engagement with key accounts, ultimately driving better business results.

Brand-to-Demand Advertising — Focusing on a full view of the customer, this solution seamlessly integrates brand and demand generation efforts to enhance B2B performance. By aligning these critical elements, businesses can create a cohesive strategy that maximizes brand impact and drives demand, resulting in sustained growth and success.

Sales Enablement — Designed to propel B2B leaders into the future, Sales Enablement focuses on driving commerce and enhancing customer experience. This solution helps businesses improve revenue by optimizing their sales processes and delivering exceptional customer journeys.

“Five years ago, Merkle B2B was launched to provide integrated solutions to B2B customers across media, customer experience and creativity. Today’s expansion into dentsu B2B marks a real opportunity for the team to drive further innovation for our clients, creating real business outcomes for our clients that help their growth and generate real impact,” said Kiaran Geen, President APAC, dentsu B2B.

“Every company in the world is a B2B company in some capacity and we can harness that opportunity to be a true innovation partner for clients, leveraging our globally connected capabilities across business transformation, media, creative, CXM, commerce, data and technology to drive impact,” he added.

“The Superpowers Index provides a framework for driving client growth by benchmarking performance across the 30 decision drivers, pinpointing improvement opportunities and measurement and gives a comprehensive look at the evolving landscape of B2B marketing year over year. The research allows us to target and refine our dentsu B2B capabilities to the needs of global clients across markets,” said dentsu B2B president Patrick Hounsell. “Our goal is to provide B2B brands with the tools and insights they need to connect their marketing, IT, and sales efforts more effectively and these solutions represent a significant leap forward in our commitment to driving B2B success.”

Here is the link to the report

September 6, 2024