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Tag: dentsu X

  • Dentsu South Asia fuses creative and media in leadership makeover

    Dentsu South Asia fuses creative and media in leadership makeover

    MUMBAI: dentsu south Asia is betting big on integration with a leadership shake-up that sees Amit Wadhwa ascending to chief executive of creative and media brands, south Asia while Anita Kotwani takes the reins as chief client officer, south Asia.

    The ad network’s bold restructuring aims to blend traditionally separated creative and media functions into a seamless operation, with both executives reporting to Harsha Razdan, dentsu’s south Asia boss, and Prerna Mehrotra, who oversees media operations across the Asia-Pacific region as CCO and CEO – Media, APAC.

    “Marketing today is more complex than ever, but complexity shouldn’t slow businesses down,” declares Razdan, touting the firm’s One dentsu  model as the solution to untangle clients’ thorny business challenges.

    In his expanded role, Wadhwa will lead dentsu’s creative and media practices, architecting seamless collaboration across three creative brands – Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR, and five Media brands – Carat, dentsu X, iProspect, Posterscope, and Sokrati. His priority will be to break silos and establish a unified way of working across these disciplines, ensuring that media and creative function as a cohesive force.

    Says Wadhwa:  “This level of integration hasn’t been done in a long time, giving us the opportunity to shape a new way forward. Success isn’t about a single idea or individual – it happens when the right people collaborate, take ownership, and act with intent. That mindset is what’s driving the next phase of growth at dentsu South Asia. For years, Media and Creative have been distinct powerhouses, each delivering impact in their own way. But the future demands integration, not silos. We are bringing them together – not just for efficiency, but to create a more connected, agile, and strategic approach to solving challenges. 2024 laid the foundation for dentsu; 2025 is about momentum – bigger ideas, faster execution, and smarter impact. With some of the brightest minds in the industry, I’m excited for what’s next.”

    Kotwani will steer client-centric strategies that strengthen partnerships and align solutions with evolving business needs. As chief client officer for dentsu south Asia, she will champion transformative growth by embedding client-centricity into every strategic decision. She will oversee integrated client teams, expanding her remit to creative, media, and CXM, while also ensuring the expansion of the network’s presence in high-growth areas such as business transformation (BX), retail, and commerce. She will deliver bespoke, high-demand client centric solutions by combining expertise from across the network with cutting-edge technology, advanced commerce strategies, and strategic partnerships.

    Says Kotwani: “Clients power everything we do. This role is about creating high-impact partnerships by understanding their challenges and delivering solutions that generate measurable business growth. My focus is on accelerating their success through integrated capabilities, tailored strategies, and seamless execution. We are leveraging dentsu’s full ecosystem to create market-leading solutions that enable brands to scale, adapt, and lead with confidence. With extensive experience in building enduring client relationships and shaping large-scale media and marketing initiatives, I am committed to delivering long-term value. We are bringing together expertise, innovation, and deep market insights to help businesses unlock new opportunities, strengthen brand positioning, and create exponential impact. This is about setting new benchmarks for growth and ensuring our clients stay ahead in an ever-evolving market.”

  • Dentsu reveals 2025 media trends report

    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

  • Indian Digital BrandFest 2023: Role of Emerging Media in the Programmatic World

    Indian Digital BrandFest 2023: Role of Emerging Media in the Programmatic World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were dentsu x senior business head Pragnya Nanda, Starcom AVP- digital buying & investments Hemanshu Makatia, Udyog Plus lead marketing and alliances Siddesh Kerkar, Absen sales India (India business) Gangasagar Amula. The session chair for this panel was Lemma head- marketing & brand solutions Merlin Coutinho.

    Coutinho was delighted to discuss the role of emerging media in the programmatic advertising world. She quickly jumped into the topic with the panellists and asked their views on the emerging media in today’s context.

    Nanda said, “ What do we mean by emerging media? These are digital outdoor, online audio, streaming platforms, gaming platforms, retail, Connected TV etc. All of this media have been there for quite a while. But now they all are available programmatically and have changed the entire game of advertising. The need for measurability in terms of seeing how your advertising spends are actually creating an impact for your brand is, I think, at peak right now.”

    Makatia commented, “ I can get everything on a single platform rather than going individually checking with everybody in the media space because everybody you know in today’s world, everybody tends to say that I’m number one.”

    Kerkar explained, “ Today we are not buying platform or channel-based inventory, we’re buying the user base inventory. Emerging media has helped a lot. And it has made planning very exciting.”

    Amula, quite optimistically, said, “At Absen, we are thinking about building the ecosystem and when I say ecosystem, we are building, we are collaborating with partners where we can make solutions for the end customers and make sure that they are at the end are the winners.”

    In the end, Coutinho concluded by saying this session was a whole new event as there’s so much happening in the emerging media field.

  • Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Mumbai: dentsu International has compiled and released the insights and projections of all its global media agencies into the comprehensive 2023 Media Trends guide for marketers worldwide for the second year in a row.  

    The analysis released on Thursday covers the top media trends to watch out for in the upcoming year, drawing on experts and professionals from Carat, dentsu X, and iProspect.

    With over 35 pages of commentary, dentsu 2023 Media Trends examines ten industry trends that will shape how brands tap into shifting consumer behaviour and have significant implications for future campaigns and budget allocations. The unique report conveniently groups these key 2023 trends within three overarching categories reflecting the core themes of content, commerce, and community.

    Speaking about the report and the collaboration involved, dentsu International global CEO, media & global clients Peter Huijboom said, “This year we witnessed a very different geopolitical landscape and a new and challenging economic outlook, which has forced brands and people to really stop and re-evaluate many things. Through all this uncertainty, we’ve been able to see the emergence of new consumer behaviours, exciting tech innovation, and the spark of profitable new media opportunities for brands.”

    “As a leading agency network, we pride ourselves on knowing people better than anyone else and understanding what’s next. This couldn’t be made clearer than within this 2023 Media Trends report: our media specialists from around the globe have once again identified those burgeoning societal shifts impacting the industry and brought them into the spotlight,” he added.

    The key predictions for the direction of the media industry into 2023 and beyond mentioned in the new dentsu report are:

    Content:

    2023 will bring changes in the content people consume and how they do it. The speed of the shift to digital platforms shows no signs of slowing down, especially in the video-on-demand and gaming industries. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. The advance of advertising streams may not only provide an alternative to consumers, but it will also provide brands with an opportunity to attract the attention of consumers and capitalise on advertising streams.

    #1 AVoD eats SVoD – Ad-funded video platform is set to overtake subscription channels with time, as major streaming platforms are adding ad-funded tiers.

    #2 Games everywhere – Gaming is becoming mainstream. Games are becoming increasingly prominent on content sites to drive repeat users.

    #3 Attention brings back the essence of advertising – Interest in attention is growing as brands look beyond metrics of reach and viewability to assess consumer engagement and make more effective decisions.

    Commerce

    Digital commerce continues to evolve, both in importance and in the diversification of sites, apps, and platforms. Consumers are now able to shop at any time from almost anywhere, paving the way for both retail sites and apps to expand their services and offerings to cater to shifting consumer demand and flexibility. The challenge for brands is to engage directly with consumers while at the same time planning and adapting for a cookieless future and respecting data privacy.

    #1 From going shopping to always shopping – consumers can shop anywhere and anytime. As a result, retail sites are evolving into content sites, and commerce sites are changing into media sites.

    #2 Retail media shakes up adland – Retail platforms and sites are turning themselves into advertising platforms and becoming attractive propositions for brands due to retailers’ huge wealth of first-party data.

    #3 The rise of the super apps – Apps are evolving and continue to build ecosystems offering a wide range of services to anticipate and cater for users’ needs.

    #4 No way back for third-party cookies – Brands continue to navigate a cookieless future and advertisers will explore and test the solutions working best for their brands.

    Community

    Digitalised communities are a mainstay by now. They continue to change and reflect both technological and societal changes. Social media platforms are adopting their algorithms to encourage engagement, and within social media, “live” events are spilling over to other platforms, forming new communities. Consumers are now able to join global communities that align with their personal views on sustainability and responsibility. Brands should understand the motivations and formation of online communities to encourage engagement and adaptations to future campaigns to better connect with their chosen audience in the context most befitting the intended message.

    #1 ‘Going Live’ goes a long way – Brands and platforms are increasingly using the ‘go live’ functions to build a community to create interest through live events. Not only to bring consumers together but also to encourage live, active engagement.

    #2 Responsibility takes centre stage – Communities are emerging through a common emphasis on brand responsibility. Platforms are opportunities to share relevant content and increasingly measure the impacts of campaigns.

    #3 Social algorithms give users what they don’t know they want – It is not about who you follow as much as what social media platforms want you to see.

    Each trend is examined in greater depth in the report, which concludes with specific recommendations and takeaways for marketers and brands to incorporate into their plans.

  • dentsu X India bags integrated media mandate for Tata 1mg

    dentsu X India bags integrated media mandate for Tata 1mg

    Mumbai: Media agency Dentsu X India, on Wednesday, won the media mandate for Tata 1mg – India’s largest digital healthcare platform.

    Dentsu X will oversee the brand’s planning and buying duties for traditional as well as digital media. The account will be serviced from the agency’s Gurugram office.

    Speaking on the partnership, Dentsu X India chief executive officer Roopam Garg said, “We are delighted to get the opportunity to work with a future focussed and trusted brand like Tata 1mg. At dentsu X, we answer ‘Why beyond What’, led by our people, data and tech. We look forward to helping the brand with solutions based on the same.”

    Tata 1mg co-founder Gaurav Agarwal commented, “We are excited to work with Dentsu X. Through their data-driven methodology, they have already established themselves as an integrated media firm and among the best in their industry. We look forward to collaborating with them on cutting-edge media innovations and opportunities.”

  • Dentsu X retains top spot for third year in a row as fastest growing agency: RECMA’s report

    Dentsu X retains top spot for third year in a row as fastest growing agency: RECMA’s report

    Mumbai: Dentsu India has once again ranked amongst the top three, continuing its record-breaking growth velocity, in the latest RECMA Media Agency Ranking Report. 

    Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. This is delivered through the five global leadership brands: Carat, Dentsu Creative, Dentsu X, iProspect and Merkle, each with deep specialisms.

    The recently published RECMA report calls out the stellar performance of each agency: 

    Dentsu X, as India’s fastest-growing media agency leading the chart with a 153 per cent growth rate for the past three years. It is India’s #2 agency since 2020, narrowing the gap with Mindshare in 2021. Driving experiences beyond exposures, Dentsu X engineers brand outcomes and growth.

    iProspect, accelerating brands through a performance mindset, has clocked an impressive 83 per cent growth in 2021! Growing our brands at the intersection of culture, content, data, and tech is paying a dividend to our clients and our business.

    And Carat, designing for people, has recorded a smart 60 per cent growth over the last year, delivering an unparallel capability to unlock real human understanding to connect people and brands by designing powerful and engaging experiences.

    Dentsu Media South Asia CEO Divya Karani said, “Yes, of course, our clients and people value our vision, our continuous reinvention and rigour, but scaling at this unprecedented trajectory for the past three years is a huge validation! Even more gratifying is that all our media agencies, each with their unique proposition, are performing at full throttle. Transforming by design, Densu is planning the next steps even as we continue to scale. With our deep specialisation in media, creative and CXM, we are constantly focused on stitching up integrated business transformative solutions for our clients.”

    Dentsu’s recently released global ad spend report forecasts India’s growth at 16 per cent, reaching $11 billion in 2022, well past the 2019 pre-pandemic level. Digital is expected to clock double the momentum, contributing 33 per cent of overall India’s spending. Dentsu is bullish on India and predicts India as the fastest growing market globally. 

    RECMA is the leading independent research company that reports and tracks the performance of media agencies around the globe. The report showcases the market share and growth of the media agencies based on their overall activity. The overall activity volume report, evaluating over 900 media agencies across 70 countries, is the reference quantitative ranking based on the activity volume, a metric including both traditional buying billings and non-traditional activities, which covers online paid media as well as fee-based activities in digital, data & analytics, content, marketing, and sponsorship.

  • dentsu X wins digital media mandate for Dabur India

    dentsu X wins digital media mandate for Dabur India

    Mumbai: dentsu X, the integrated media agency from the house of dentsu India has won the digital media mandate for Dabur India, following a multi-agency pitch.

    “Over the past few years, the world has increasingly evolved towards digital transformation. As a result, digital marketing has now emerged as the go-to solution for brands and companies,” said Dabur India head of media Rajiv Dubey. “Dabur has been ramping up spends on digital exponentially in the past few years, with brands creating special digital-only content. We are happy to join hands with dentsu X – an agency that has been responsive to Dabur’s needs and appreciative of our brand vision and way of working. Their appreciation and deployment of data make them champions at maximising the potential of digital platforms.”

    “We are ecstatic to partner with Dabur, a brand that invokes implicit trust in the minds of its consumers. Dabur is synonymous with impeccable quality and omnipresent across Indian households,” added dentsu CEO – South Asia media Divya Karani.

    “It is the people, tech and tools of dentsu X that address and answer ‘the why beyond the what’. We are extremely excited and look forward to a deep partnership with Dabur, to drive business outcomes in the short and long term,” commented dentsu X India CEO Roopam Garg.

  • dentsu X recognised as Indian agency with ‘highest quali-points growth over 3 years’: RECMA

    dentsu X recognised as Indian agency with ‘highest quali-points growth over 3 years’: RECMA

    Mumbai: RECMA, the independent research firm that evaluates media agencies, has recognised dentsu X, the media agency from the house of dentsu India, as the Indian agency with the highest quali-points growth over three years.

    The report, RECMA Debrief number 37, evaluates the media agencies from 47 countries across nineteen criteria. For the record, out of the total number of 700 agencies, 27 have shown spectacular growth over three years with at least ten qualitative points.

    “Dentsu has embraced the future by providing integrated idea-led, data-driven, tech-enabled solutions that offer our clients a competitive advantage in an ever-changing environment. Our body of work, our client partnerships is the bedrock for our trajectory and validates that we are on the right path,” dentsu Media South Asia chief executive officer Divya Karani said.

    Besides this, the agency has been declared ‘Agency-of-the-Year’ by three separate industry forums this year and has also been recognised among the ‘Top 100 Fastest-Growing Agencies’ globally by Adweek.

    Speaking on the achievement, dentsu X India CEO Roopam Garg added, “This is a huge affirmation of our ‘Experience beyond Exposure’ offer powered by data and analytics. This drives outcomes for brands v/s only output or media efficiencies. The fact that a growing number of marketers see the value dentsu X provides in this rapidly changing and challenging business, is a tremendous endorsement of our design.”

    RECMA publishes a wide range of media agency notation reports on a global scale with the aim to provide strategic intelligence reference tools to help global advertisers in their decision-making and agency sourcing.

  • dentsu X tops global RECMA rankings for third time in a row

    dentsu X tops global RECMA rankings for third time in a row

    Mumbai: RECMA, the independent research firm that evaluates media agencies, has launched its ‘overall activity volume rankings’ report for July 2021. According to the report, dentsu X has been acknowledged as the ‘fastest-growing media agency globally’. With 8.8 per cent Year-on-Year (YoY) agency growth and a growth of 81 per cent over time, dentsu X has won the title for the third consecutive year.

    “To be recognised in this way for three years straight is a great endorsement of our proposition, ‘experience beyond exposure’, which places consumer delight back at the heart of marketing,” said dentsu X global client & brand president, Sanjay Nazerali while commenting on the RECMA ranking. “It is a testament to the long-held dentsu edict of ‘servant leadership’ – we only win when our clients, teams, and partners win too,” Nazerali added.

    Additionally, basis the qualitative parameters, the agency also secured the title of ‘#1 dominant agency’ by RECMA in February. The agency has bagged this recognition for the second time in a row.  

    dentsu CEO, media – South Asia and dentsu X India CEO, Divya Karani shared, “Our trajectory is a reflection of sharply identifying marketers’ needs and partnering them in driving real outcomes. Creating sustainable value, prizing the enduring over the short term is how we have become trusted partners.