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  • Dentsu India charts the Martech map to decode digital dominance

    Dentsu India charts the Martech map to decode digital dominance

    MUMBAI: In a world where marketing meets machines, Dentsu India has launched its latest industry report, ‘Martech Landscape in India’, offering a deep dive into the nation’s ever-evolving Martech ecosystem. With digital transformation accelerating across industries, the report unpacks how businesses can harness AI, first-party data, and hyper-personalisation to drive real impact.

    The study comes at a time when India’s digital advertising market is projected to grow at a 19.09 per cent CAGR, touching Rs 59,200 crore by 2025. Driven by government initiatives like ‘Digital India’, Martech adoption is reshaping customer engagement, streamlining operations, and maximising ROI.

    The Martech landscape is rapidly evolving, driven by key trends that are reshaping digital marketing strategies. AI and automation are revolutionising the industry, with predictive analytics and AI-led tools enhancing decision-making and customer engagement. As privacy regulations tighten, brands are increasingly turning to first-party data strategies, making owned data a crucial asset for personalised marketing.

    Meanwhile, omnichannel and vernacular marketing are gaining traction, enabling brands to connect with diverse audiences through regional languages and voice search. The rise of e-commerce and digital retail is further fuelled by AI-powered personalisation, which is transforming the online shopping experience. Additionally, Tier 2 and 3 cities present untapped opportunities, as digital adoption surges beyond metro hubs, opening new avenues for growth and brand expansion.  

    The report underscores that Martech is no longer an option but a core business strategy. However, challenges such as integration complexities, data privacy concerns, and skill gaps must be tackled to unlock its full potential.

    Dentsu CEO for South Asia Harsha Razdan said, “I have always believed that technology is most powerful when it simplifies complexity. Martech is a great example of that – it helps businesses make sense of vast amounts of data and turn it into meaningful customer experiences. Today, it’s not about whether businesses use Martech, but how well they integrate it into decision-making and customer engagement. In India, we’re at that turning point. The companies that get this right will build stronger customer relationships and more resilient businesses. But success isn’t just about having the right tools – it’s about knowing what to focus on. This report is designed to help businesses cut through the noise, focus on what works, and turn Martech into real business impact.”

    Dentsu president & chief strategy officer for South Asia Narayan Devanathan added, “As the dots between media, creative, and customer experience connect more intimately, Martech has become the spine that unites these disciplines – enabling powerful, data-driven connections that drive meaningful outcomes. India’s Martech landscape is evolving rapidly, redefining how brands engage with consumers. By viewing Martech as the backbone of their business strategy, brands can unlock smarter solutions that fuel growth and impact. We’re proud to introduce this report as a valuable guide for brands looking to navigate and thrive in this ever-changing market.”

    As India’s Martech revolution picks up pace, Dentsu’s latest report serves as a roadmap for brands looking to navigate, adapt, and thrive in the digital-first era.

  • Indian antitrust watchdog raids global ad giants over alleged price collusion

    Indian antitrust watchdog raids global ad giants over alleged price collusion

    MUMBAI: India’s competition regulator has launched a surprise raid on several advertising behemoths, including GroupM, Dentsu and Interpublic Group, as well as a broadcasters’ industry body over allegations of price-fixing, sources with direct knowledge told Reuters on Tuesday.

    The Competition Commission of India’s officers descended upon roughly 10 locations in Mumbai, New Delhi and Gurugram after initiating a case against the agencies and top broadcasters for allegedly colluding to fix advertising rates and discounts.

    The raids come at a pivotal moment for India’s advertising landscape, which is experiencing significant upheaval following the $8.5 billion merger between Walt Disney and Reliance’s Indian media assets.  This regulatory blitz also follows hot on the heels of Omnicom Group’s $13.25 billion all-stock acquisition of rival Interpublic Group in December, a deal that created the world’s largest advertising agency.

    According to one source who spoke to Reuters, the watchdog is investigating how advertising agencies allegedly conspire with certain broadcasters to fix advertising prices when selling to clients, including discussions around discounts. The allegations reportedly include concerns that certain broadcasters engaged in “collective action” to avoid offering discounts on advertising rates.

    The Indian Broadcasting &  Digital Foundation (IBDF), which represents heavyweight domestic broadcasters including billionaire Mukesh Ambani’s Reliance-Disney joint venture and Sony and Zee, has remained tight-lipped about the investigation.

    Representatives from GroupM (owned by Britain’s WPP), IPG Mediabrands and Japan’s Dentsu all declined to comment when approached by Reuters, as did the competition commission itself, which maintains a policy of not publicly disclosing details of enforcement actions or price collusion cases.

  • Havas Media Network ropes in Pankaj Nayak from Dentsu

    Havas Media Network ropes in Pankaj Nayak from Dentsu

    MUMBAI: Havas Media Network has appointed Pankaj Nayak as CEO – Singapore & president – southeast Asia, effective immediately. With over two decades of experience in marketing and media across Asia, Nayak is set to drive the network’s strategic growth and innovation in the region.

    Nayak’s career encompasses leadership roles at prominent agencies. He served as managing director of the media group at Dentsu Singapore, where he enhanced product offerings in insights, commerce, experience, and analytics. Prior to Dentsu, Nayak held positions including OMD APAC chief marketing officer and Omnicom Media Group Asia Pacific, director of business development.

    An alumnus of the University of Mumbai, Nayak holds a Master of management studies in marketing and a Bachelor of Science in statistics from St. Xavier’s College.

    In his new role, Nayak will oversee Havas Media Network’s operations in Singapore and Southeast Asia, focusing on delivering integrated media solutions and fostering client partnerships.

    Havas Media Network’s leadership expressed confidence in Nayak’s appointment, citing his extensive experience and strategic vision as pivotal for the network’s expansion in the dynamic Southeast Asian market.

  • dentsu promotes Japan CEO Takeshi Sano to deputy global COO

    dentsu promotes Japan CEO Takeshi Sano to deputy global COO

    MUMBAI: For Takeshi Sano, 3 January was not just another day at dentsu, Japan. When he re-joined office, he had another title – apart from the CEO denstu, Japan one –  added to his name: that of deputy global chief operating officer (COO).  

    It has been a fabulous career graph for Sano-san or Takeshi-san, as he is called.

    Sano-san joined Dentsu Inc., in 1992, building his career within the business produce divisions in which he became managing director in 2017.

    In 2021, Sano-san was appointed executive officer of Dentsu Inc.

    In 2022, he was appointed executive officer in charge of business transformation (BX) services and digital transformation (DX) consulting services and growth officer at Dentsu Japan network, and senior executive officer in charge of business produce divisions at Dentsu Inc.

    And in 2024,  Sano-san was appointed as CEO, dentsu Japan.

    All we at Indiantelevision.com can say to him is Omedeto!

  • dentsu elevates Imtiyaz Vilatra to lead Postercope India

    dentsu elevates Imtiyaz Vilatra to lead Postercope India

    MUMBAI: He is going to be the new poster boy of dentsu’s OOH initiatives. The agency has promoted Imtiyaz Vilatra to chief executive officer of Posterscope India.

    In his new role, he aims to enhance Posterscope’s digital out-of-home (DOOH) and intelligent OOH (iOOH) offerings with a strong emphasis on data-backed, measurable outcomes for clients. He will report to dentsu media, south Asia, CEO Anita Kotwani.

    With more than  25 years’ experience, Imtiyaz is known for his focus on innovative and impactful OOH campaigns. He plans to further integrate advanced technologies like augmented reality, 4D experiences, and AI to strengthen Posterscope’s capabilities.

    By merging dentsu’s digital expertise with Posterscope’s established OOH foundation, his vision is to meet evolving client needs and expand the agency’s reach in both urban and rural sectors. This move aims to establish Posterscope as a leader in both traditional and digital OOH.

    Says dentsu south Asia CEO Harsha Razdan:  “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and below-the-line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities. I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate.”

    Adds Kotwani: “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘Onedentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

     “The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences,” points out Vilatra. “Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalisation, and an integrated, ROI-focused approach.”

    That’s exactly what ad spend-focused marketers are increasingly demanding. If things work out as planned, the trio of Razdan, Kotwani and Vilatra could well be raising their champagne glasses in celebration soon. 

  • Dentsu promotes Anindita Sarkar to VP, brand & communications, South Asia

    Dentsu promotes Anindita Sarkar to VP, brand & communications, South Asia

    Mumbai: Anindita Sarkar has been promoted to vice president of brand & communications, South Asia, at Dentsu. She shared the news of her new role on LinkedIn.

    In this expanded position, she will focus on developing and implementing strategies to enhance the agency’s brand presence across the South Asian market.

    Sarkar has been with Dentsu International for over nine years, previously serving as senior director of corporate communications. Before transitioning into communications, she worked as an editor at several publication firms, bringing a wealth of experience to her role.

  • 87 of India’s best modern marketing campaigns honored at MMA Smarties

    87 of India’s best modern marketing campaigns honored at MMA Smarties

    Mumbai – MMA Global India unveiled the winners of the 13th edition of Smarties India 2024 at a glittering gala event in Mumbai on 11 October, recognizing the country’s most impactful and innovative marketing campaigns. These campaigns have demonstrated exceptional creativity, strategic brilliance, and measurable business impact across various industries. With 87 total metals given including 10 most prestigious industry awards, SMARTIES India continues to set new benchmarks in marketing excellence.

    SMARTIES winners are ranked on the Business Impact Index developed in collaboration with WARC, which highlight the top brands, agencies, publishers, media agencies etc per the true business impact they created through their campaigns. Winners are also now certified in partnership with RECMA, the leading media agency research organization, ensuring that they are recognized in globally acclaimed platforms.

    This year’s awards showcased outstanding work across diverse categories ranging from FMCG, OTT, retail, BFSI to technology, B2B and more. Among the top categories this year were AI Marketing, Connected TV, Creator/Influencer Marketing, Brand Experience and emerging tech categories all reflecting the industry’s rapid shift towards technology-driven and consumer-centric strategies.

    MMA APAC & Global Head, CEO Rohit Dadwal shared: “It’s always inspiring to see how creativity and data can come together to create truly remarkable campaigns. This year’s SMARTIES winners have done just that, embracing AI and new technologies to deliver results that speak for themselves. Congratulations to all the winners, and a big thank you to our jury chairs, jury and screeners for their hard work and dedication. As we recognize these achievements, I’m reminded of the critical importance of continually innovating and adapting in today’s fast-paced marketing landscape.”

    Grand Unveil of Smarties musical logo or ‘Mogo’

    MMA Global India also established the sonic identity of Smarties worldwide by launching the official Smarties musical logo or ‘mogo’ at the Gala. It was unveiled with a delightful performance by Rajeev Raja, and the mind behind the MMA-member company BrandMusiq that helped create the mogo. Not only does the mogo have a catchy ring to it, but also strong resonance with the distinguished values that Smarties represents. It drives the Smarties ethos of marketing excellence back home, and was very well received by the audience with its dynamic and impactful launch.

    Key partners for the event included ShareChat & Moj, Silverpush, Glance Advertising, Blis, Hybrid, and Storyboard18, amongst more.

    10 Industry Awards Given

    SMARTIES honored top performing brands, agencies and companies across categories recognising them as industry wins of the year.

    Grand Prix / Best in Show – Gatorade Turf Finder

    Most Resilient Brand of the Year – Olay

    Advertiser of the Year – Mondelez India Foods Pvt. Ltd

    Brand of the Year – Cadbury Celebrations

    Publisher of the Year – Amazon Ads

    Media Agency of the Year – Wavemaker India

    Creative Agency of the Year – Leo Burnett India

    Digital Agency of the Year – Interactive Avenues & Performics India

    Holding Agency Company of the Year – WPP India

    The jury was led by three esteemed jury chairs – Shailendra Katyal, Managing Director of Lenovo; Deepika Bhan, President – Packaged Foods, Tata Consumer Products; and Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank.

    Tata Consumer Products president – Packaged Foods, & Smarties Jury Chair Deepika Bhan said: “As a jury chair, it was a privilege to witness the extraordinary caliber of work submitted. In an era where innovation and consumer engagement are key, these campaigns showcased the true potential of creativity combined with data to drive significant business results in the FMCG sector.”

    Key Trends Highlighted in Smarties India 2024:

    1    AI Marketing & Connected TV: These emerging categories saw a remarkable number of entries, indicating the industry’s growing focus on leveraging AI and new media to drive marketing innovation.

    2    Retail Media: As retail media continues to evolve, the winning campaigns demonstrated how brands are tapping into phygital experiences and omnichannel strategies to connect with consumers in meaningful ways.

    3    Creator/Influencer Marketing: This category remained a magnet for creative excellence, with campaigns that effectively engaged niche communities and built authentic connections through influencers and celebrities.

    MMA Global India Country Head and BOD Member Moneka Khurana shared her thoughts:
    “Congratulations to all the winners of SMARTIES India 2024. The campaigns we’re celebrating are truly shaping the future of marketing excellence. Each winner showcases the very best of not only creativity and innovation but true business impact. At MMA, we’re committed to a future proof showcase of campaigns that empower marketers and brands to continue driving digital maturity and transformation at scale in our rapidly evolving industry.”

    The gala was preceded by Smarties Unplugged to decode the future of marketing excellence witnessed within the work submitted at Smarties, a pre-gala conference that saw thought leaders discussing AI marketing, creative tech, and the evolving consumer mindset in the digital age. It was a day well spent with sessions and masterclasses that inspired attendees with actionable insights on shaping the future of marketing.

    Jury Highlights

    Lenovo & Smarties Jury Chair, managing director, Shailendra Katyal remarked: “Judging the SMARTIES entries this year reinforced the importance of integrating technology into every aspect of marketing. The winning campaigns stood out for their ability to seamlessly blend creativity and technological advancements, especially in categories like AI Marketing and Connected TV. These campaigns represent the future of marketing excellence and set high standards for the year to come.”

    The diverse pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many.

    The final set of deliberations spread over a 3-day enriching jury meet to decide on the metals by our marketer-only jury comprising diverse categories represented by marketers from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more; with Kantar, serving as the official jury observer, ensuring the highest standards in evaluation.

    Embed: Explore the full jury roster here.:

    Here are the winners:

     

    Award Sub Category

    		 Gold

    Silver

    Bronze

    PURPOSE DRIVEN MARKETING

    Brand Purpose / Activism

    Gatorade Turf Finder – PepsiCo (Leo Burnett India)

    Meet AI-SHU – P&G (PG One)

    YiPPee Create Magic – ITC Ltd (Interactive Avenues)

    Social Impact Marketing

    LULUMELON EOSS – HDFC Bank (FCB Kinnect)

    Castrol Pragati Ki Paathshaala – Castrol (Mindshare India)

    Google Search “Bolne Se Sab Hoga” – Google Search (EssenceMediacom)

    &

    Gatorade Turf Finder – PepsiCo (Leo Burnett India)

    Diversity & Inclusion

    Meet AI-SHU – P&G (PG One)

    EatQual Colours – Hardcastle Restaurants (DDB Mudra)

    Google Search “Bolne Se Sab Hoga” (EssenceMediacom)

    &

    #ItAllStartsWithAName – Tata Starbucks (Wavemaker India)

    MARKETING IMPACT

    Brand Experience

    Gatorade Turf Finder – PepsiCo (Leo Burnett India) & Cadbury Silk Story of Us – Mondelez India (Wavemaker India)

    NA

    Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)

    Instant Impact / Promotion

    ITC Masterchef’s Snacking Revolution – ITC Ltd (Performics India)

    The RAZORPRENEUR Challenge – Bombay Shaving Company (Revolio)

    &

    Halloween Hacks – Perfetti Van Melle (Wavemaker India)

    KitKat – Snap In Half – Nestle India (Eleve Media)

    Customer Journey Marketing

    A surprise for 8 Billion People – Mondelez India (Wavemaker India)

    LEGO launches lifted market share – LEGO

    &

    Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India)

    SIWO: Turning speechless India into Playful India – Mondelez (Wavemaker India)

    Product and / or Service Launch

    Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India)  & CaratLane Service Launch – CaratLane (BBH India)

    NA

    LEGO launches lifted market share – LEGO

    Real-Time Marketing

    Ghar Ek Mauka Ek – UltraTech Cement (Mindshare India)

    Thums Up Utha Apni Side Bata – Coca-Cola (EssenceMediacom)

    Gatorade: Turf Finder – PepsiCo (Spark Foundry Publicis Media)

    Small Budget Big Impact

    Gatorade: Turf Finder – PepsiCo (Spark Foundry – Publicis Media)

    Innovative Use of Paid Search – Tata Motors Commercial Vehicles (Havas Media India Private Limited)

    Pediasure: Nurturing Healthy Growth for Children – Abbott Healthcare Pvt Ltd (Starcom)

    IMPACT MEDIA

    Omnichannel Marketing

    Oreo Bola Mat Bol (Oreo says don’t jinx it) – Mondelez India (Wavemaker India)

    Your Stage; Your Story – Coca-Cola India (EssenceMediacom)

    #ThisAdIsMyStore Lights Up Diwali for Homepreneurs – Mondelez India (Wavemaker India)

    Cross Digital Media Marketing

    Cadbury 5Star Nothing University – Mondelez India Pvt. Ltd. (Wavemaker India)

    SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)

    When India had its #fingerscrossed!- Nestle India (Zenith Media)

    &

    Truly ‘Open’ By Axis Bank Axis Bank (Performics India)

    Social Media Marketing

    When GenZs took a breaking love break! – Nestle India (Zenith Media)

    Offline (OOH) to Online (Social) Search Movement – Google Search (EssenceMediacom)

    Squeezing back the summer fun – PepsiCo India (Leo Burnett India)

    Creator / Influencer / Celebrity Marketing

    Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India)

    Karan ‘Badtameez’ hai_Amazon miniTV show launch – Amazon miniTV (SoCheers)

    &

    Doctors Day – Hopes restored, heroes honoured – Sun Pharmaceuticals (Wavemaker India)

    How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India (Wavemaker India)

    Gaming, Gamification & E-Sports

    4th Umpire – Britannia Industries Ltd (Schbang)

    Multi-Screen Reality drives dividend for Domex – Hindustan Unilever (Mindshare India)

    ConFUSEing Controller -Game On, Parents Off: The S – Mondelez India (Wavemaker India)

    EMERGING TECH MARKETING

    Data Insights / Contextual Marketing

    Gatorade Turf Finder powered by Google Maps – PepsiCo India Holdings Pvt Ltd (Leo Burnett India)

    India’s 1st Voice Enabled brand experience on OTT – Google Search (EssenceMediacom)

    Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India)

    &

    Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)

    Connected TV

    Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)

    Banega Toh Badhega India – AsIndiaBuildsIndiaGrows – UltraTech Cement Ltd (Mindshare India)

    Fire TV Drives Brand Uplift for a L’Oréal Launch – L’Oréal (Wavemaker India)

    Programmatic

    #MyBirthdaySong a Personalized AI Symphony – Mondelez India Pvt. Ltd. (Wavemaker India)

    Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)

    1947 per cent more history – Britannia Industries Ltd (Talented Agency)

    E-COMMERCE MARKETING

    Integrated Ecommerce Innovation & Live Streaming

    		 NA

    LEGO launches lifted market share by 53 per cent @23X RoI – LEGO

    &

    Building EV category on Amazon: Achieving 77x ROAS – Hero MotoCorp.)

    Engaging Baby Audiences: Baby & Toddler Store – Himalaya Wellness Company

    O2O / New Retail / Innovative & New Tech Sales Channels

    Co-creating festive campaigns on Quick Commerce – Mondelez India Foods Pvt. Ltd. (Wavemaker India)

    Blinkit Single Mode x Erase Valentine’s Day – Mondelez India Foods Pvt. Ltd. (Wavemaker India)

    Reshaping the EV landscape – Matter EV (Flipkart)

    CREATIVE

    Customer (CX) / User Experience (UX) & Design

    Cadbury Silk Story of Us – Mondelez India Pvt. Ltd. (Wavemaker India)

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    Ultimate Gaming SetUp: A Multi-Brand Success Story – Intel
    Personalization

    Royal Stag: A Billion Films for a Billion Fans – Pernod Ricard India Private Limited (Wavemaker India)

    SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)

    		 NA

    Short or Long Form Video

    How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India Pvt. Ltd. (Wavemaker India)

    Meet AI-SHU – Your New STEM Mentor – P&G (PG One)

    Google Search – Dhoondege Toh Milega – Google India (Toaster India)

    &

    Castrol MAGNATEC – The Bombay Journey – Castrol (Mindshare India)

    AI MARKETING

    AI-Powered Audience Engagement

    Join The Copverse – Prime Video’s AI adventure – Amazon Prime Video (Interactive Avenues)

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    #Riseupfrombeingfriendzoned with Pepsi – PepsiCo (Spark Foundry, Publicis Media)

    Innovative Use of AI in Advertising

    Dark Fantasy – Biting into a million fantasies – ITC Ltd. (Interactive Avenues)

    Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)

    1947% more history – Britannia Industries Ltd (Talented Agency)

    &

    Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)

    AI-Driven Creative Excellence

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)

    SIWO: Turning speechless India into Playful India 0 Mondelez India (Wavemaker India)

    &

    Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)

    Next Stop: Smarties Global

    The India winners now move on to the regional and global SMARTIES stages, competing alongside campaigns from over 45 countries, with 10,000+ global entries vying for top honors in modern marketing excellence.

  • 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

  • Dentsu reveals insights on B2B buyers with fourth annual Superpowers Index

    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

  • Harsha Razdan’s reaction on Reliance-Disney merger!

    Harsha Razdan’s reaction on Reliance-Disney merger!

    Mumbai: The CCI’s approval of the Reliance-Disney merger is a game-changer for India’s media industry. We’re witnessing the creation of the largest media conglomerate in the country, with a staggering valuation of $8.5 billion. This merger is set to command around 40-45 per cent of the TV market and 30-35 per cent of the digital space – a scale that’s unprecedented.

    From an advertiser’s perspective, this isn’t just consolidation; it’s a strategic realignment of the industry’s landscape. With Reliance’s distribution prowess and Disney’s rich content portfolio, we’re likely to see more streamlined operations and possibly even reduced subscription costs for consumers due to improved efficiencies. Advertisers now have a one-stop shop for everything from Hindi and regional entertainment to sports, music, and international content.

    However, with this scale comes the inevitable power to influence market dynamics, including pricing. The control over 80 per cent of India’s cricket broadcasting alone speaks volumes. While some may worry about rising ad rates, this is an opportunity for smarter, more targeted ad spends and a unique chance to integrate marketing plans across TV and digital platforms for greater impact and efficiency. The sheer reach and diversity of this new entity mean that advertisers can now connect with audiences on an even larger scale, across multiple platforms.

    Our industry must adapt by focusing on creativity and consumer-centric strategies to navigate these changes. As this giant takes form, let’s ensure that we leverage its strengths to continue delivering value-driven, impactful solutions. After all, in the world of advertising, the only constant is change, and this merger is simply the opportunity to ride the next big wave.