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Tag: Dentsu

  • The annual report reveals emerging advertising behaviours and technologies

    Dentsu Media Trends 2024

     

     

    By Our Staff

     

    Dentsu released its annual media trends report, titled ‘The Pace of Progress: Dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, Dentsu X and iProspect globally, the new Dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

     

    With over 40 pages of in-depth commentary, Dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.

     

    • Trend 1 – The rise of generative search 
    Generative AI will transform how people access information, from search engines to commerce platforms.

    • Trend 2 – Creativity reimagined 
    The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.

    • Trend 3 – Generative optimisations 
    Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.

     

    The race to monetisation:

    2024 will see the intensification of competition between tech platforms. As they strive to better monetise their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:

    • Trend 4 – A world of lookalike apps 
    As platforms become progressively similar, attracting audience attention has never been more important for brands.

    • Trend 5 – From walled gardens to walled pipes 
    Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.

    • Trend 6 – The identity refocus 
    A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.

    • Trend 7 – More ads for more returns 
    Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.

     

    Integrity economics:

    Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society.  Amid rising societal and political polarisation and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:

    • Trend 8 – The new faces of growth 
    With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.

    • Trend 9 – Safer, better, faster, stronger
    Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.

    • Trend 10 – More attention, fewer emissions 
    As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonisation through optimised and improved impact.

     

    Peter Huijboom
    Peter Huijboom

    Says Peter Huijboom, Global CEO, Media international markets, Dentsu: “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our Dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space.”

     

    Anita Kotwani
    Anita Kotwani

    Adds Anita Kotwani, CEO Media, South Asia, Dentsu: “Artificial intelligence (AI) is not just a buzzword, but a gamechanger for the media industry. It has the power to automate, optimise, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report. At Dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”

     

  • To enhance and expand their digital presence

    Dentsu bags mandate for Shelcal & Unienzyme

    By Our Staff

     

    Dentsu Creative India has won the digital creative mandate for two prominent healthcare brands – Shelcal and Unienzyme, which fall under the umbrella of Torrent Pharmaceuticals. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

     

    As per the mandate, Dentsu Creative India will play a pivotal role in enhancing and expanding the digital presence of these brands.

     

    Sahil Shah, President – Digital Experience, Dentsu Creative India said: “With Torrent Pharmaceuticals venturing into the OTC segment with significant plans, we felt it was the right time to partner up and address their digital creative activations. Together, we have embarked on a journey to revolutionize their digital marketing in this ‘waiting to innovate’ OTC healthcare domain. I am grateful for their trust in Dentsu Creative and confident that we will blend innovation and creativity to craft messages that truly resonate, fostering meaningful connections with audiences.”

     

    Manika Juneja, Managing Partner, Dentsu Creative India added: “Torrent Pharma’s digital creative mandate is a step forward in strengthening Dentsu Creative’s portfolio within the pharmaceutical category of brands. We are thrilled about this new victory and look forward to a stronger and fruitful partnership with lots of exciting work inspired by Modern Creativity in the near future.”

     

  • To deliver business outcomes

    Welspun appoints Dentsu X as its partner for Integrated Media Solutions

    By Our Staff

     

    Welspun home textiles, has awarded its media duties to Dentsu X – the data & tech-driven agency from Dentsu India.

     

    As per the mandate, Dentsu X’s will intrinsically focus on offering pioneering solutions to enhance the brand’s business outcomes. It will cater to the entire gamut of integrated media services in the Bed & Bath and flooring categories, overseeing media strategy, planning, and buying for Digital and traditional media.

     

    Manjari Upadhye
    Manjari Upadhye

    Manjari Upadhye, CEO, Welspun Global Brands, Domestic Business said: “The competition among the agencies was fierce, and each one presented fantastic ideas, strategies, and data, which made our decision quite challenging. However, dentsu X stood out with its innovative approach, comprehensive understanding of our brand, and compelling vision for our consumer-centric marketing strategy. Bed and bath categories are traditionally considered commodity-driven. Our challenge lies in differentiating ourselves and elevating the brand value within this segment. As the largest spender in the Bed & Bath category over the past 2-3 years, we understand the importance of a robust media strategy to drive our growth. We have chosen to partner with dentsu X due to their exceptional track record in handling similar categories, which will undoubtedly play a pivotal role in shaping our strategies moving forward.”

     

    Anita Kotwani
    Anita Kotwani

    Speaking on the win, Anita Kotwani, CEO Media, South Asia, Dentsu added:  “Adding Welspun India to our clientele is a remarkable win. The network believes in going from pillar to post, fostering our strengths, and redefining practices for brands to supersede their targeted outcomes in the India market. I am proud of the team that has relentlessly worked on the pitch. Their innovative approach to catering to Welspun’s business objectives has led to this victory.  This is much in line with dentsu X’s proposition of ‘experience beyond exposure’ and I am certain of them achieving many new milestones with this partnership.”

     

  • To concentrate on empowering clients through media campaigns

    Dentsu X appoints Jose Leon as CEO

    By Our Staff

     

    Dentsu X, the media agency from dentsu India, has announced the appointment of Jose Leon as Chief Executive Officer (CEO). He will report to Anita Kotwani, CEO Media, South Asia, Dentsu.

     

    Based out of Dentsu’s Gurugram office, Jose will concentrate on empowering clients through media campaigns that create excellent consumer experiences, bringing about a big transformation in society, and strengthening their businesses to increase their top-line numbers.

     

    Commenting on the appointment, Anita Kotwani said: “Dentsu, as a network, is driven by forward-thinking tech-enabled practices. Our belief in offering disruptive, cutting-edge solutions keeps us ahead in the ecosystem. We take immense pride in bringing extraordinary talents on board for this journey. Jose is one of the leaders with the right balance of technology and media acumen. His expertise is a great fit for dentsu X’s vision of building valuable experiences for consumers, beyond simple media exposure. I look forward to partnering with him in this marathon ahead. A warm welcome to our dentsu network, Jose, and best wishes for the journey ahead.”

     

  • To 'Redefine Media' growth story of the agency

    Carat appoints Sanchayeeta Verma as CEO India

    By Our Staff

     

    Sanchayeeta Verma
    Sanchayeeta Verma

    Carat India, the media agency from the house of Dentsu, has announced the appointment of Sanchayeeta Verma as Chief Executive Officer (CEO). She will report to Anita Kotwani, CEO Media, South Asia, Dentsu. She will lead new business opportunities, and nurture existing client relationships through operational excellence, becoming a trusted partner for clients. Verma will work in alignment with the network’s global brand proposition, further enhancing the revenue streams in India.

     

    Anita Kotwani
    Anita Kotwani

    Commenting on Verma’s appointment, Anita Kotwani, CEO Media, South Asia, Dentsu said: “The network’s focus on strengthening our media businesses aligns with our global ambition. Getting the best people on board is, therefore, very critical. Sanchayeeta’s ethos and the value systems that drive Carat are inextricably linked. Her varied expertise in consumer research, business planning, and client leadership has kept her abreast of the shifting media landscape. She is also dedicated to lifelong learning and staying ahead of the curve, making her an ideal candidate for this position. Carat has increased its scope over the recent year with notable wins such as Tata Neu, Tata Croma, Hero Vida, Times Pro, and others. Sanchayeeta will accelerate expansion and propel the Carat brand to the forefront of the Indian market.”

     

  • Agency to drive strategy and growth

    Berger Paints awards its media account to Dentsu X

    By Our Staff

     

    Berger Paints has awarded its media mandate to Dentsu X, the media agency from Dentsu India.

     

    Under the direction of Anita Kotwani, CEO Media, South Asia, Dentsu, the team will collaborate to “develop cutting-edge strategies that improve the brand’s commercial success”. The agency will oversee media strategy, planning, buying, and execution to increase brand equity through offline media including print, television, and radio, nationally.

     

    Speaking on the win, Kotwani said: “The inclusion of Berger Paints to our portfolio holds massive significance. It represents a new chapter in Dentsu India’s journey, characterised by a renewed sense of purpose and a clear direction. Our network has been actively engaging in competitive pitches, with an intrinsic focus on securing remarkable victories that propel us toward an exciting future. We firmly believe in driving meaningful transformations, embracing change, and nurturing our talented workforce to deliver client-centric solutions and exceptional services.”

     

    Added KK Sai, Senior Vice President, and Head – Decorative Division, Berger Paints, who chaired the project: “The insights that the Dentsu X team brought to the table as well as their integrated media approach promises to give an innovative and bright spark to the media campaigns of Berger.”

     

  • Instagram & YouTube dominate as preferred platforms for brands

    Dentsu releases report: ‘Impact of Influencer Marketing in India’

    By Our Staff

     

    Dentsu India has released its latest Dentsu Insights report titled ‘Impact Of Influencer Marketing In India’. The report has been created in collaboration with Recogn – dentsu India’s research division, Boomlet Group – an Influencer Marketing & Crisis Communication Agency and Digital Behaviour Initiative at IIT Delhi.

     

    The report delves into the various aspects of influencer marketing – shedding light on its transformative potential for businesses. By conducting thorough analyses of influencer marketing performance across different platforms, categories, formats, and target audiences, the report equips brands and industries with the tools and insights necessary to chart strategic pathways for success.

     

    According to the study, the FMCG sector leads the pack in leveraging influencer marketing, accounting for 18.5% of industry involvement, closely followed by BFSI at 16.6% and automobiles at 15.9%. While brand awareness has traditionally been the primary driver for influencer marketing (62%), the industry’s growth has prompted brands to explore additional avenues to enhance their customer-to-customer ratio. The surge in influencer marketing stems from its ability to amplify brand awareness. With the widespread adoption of social media, influencers have emerged as indispensable assets for promoting brands and driving product sales. They have become a pivotal component of an effective marketing strategy, as the content they create exerts a significant influence on customer behaviour.

     

    In the coming years, the virtual influencer market is set to grow significantly as brands and marketers realize the vast potential of incorporating virtual influencers into their campaigns. Advancements in technologies like artificial intelligence and virtual reality will enhance the capabilities of virtual influencers, driving their popularity even higher. The future of influencer marketing holds great promise with emerging technologies such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). These innovations will revolutionize influencer marketing, captivating millennials and Gen Z, who avidly follow social media influencers. As AR and VR gain traction, brands and marketers will leverage these technologies to engage their target audiences through tech-driven influencer marketing strategies.

     

    Harsha Razdan, CEO, dentsu South Asia said: “Influencer marketing has revolutionized our approach to connecting with potential customers and elevating brand awareness. With the exponential growth of social media platforms, influencers have cultivated loyal and engaged followers – making them indispensable assets in our marketing strategies. They possess a unique ability to foster trust and credibility among their loyal followers. By partnering with influencers, brands can tap into this trust, build credibility, and authentically promote their products or services. The impact is tangible, with higher engagement rates, increased conversions, and improved brand sentiment. This report serves as an in-depth guide, equipping brands with valuable insights to shape their marketing strategies and drive business growth. As we look to the future, tech-driven influencer marketing strategies will continue captivating hearts and minds. The possibilities are limitless, and the potential for brands to connect with their target audience has never been more exciting.”

     

    Danish Malik, Co-Founder and CEO, Boomlet Group added: “The influencer marketing ecosystem thrives on trust, a fundamental principle that will significantly contribute to the exponential growth of the industry. Today, we are thrilled to introduce our Influencer Marketing Report, offering valuable insights into the ever-evolving landscape of influencer marketing. This comprehensive report is the culmination of meticulous research and analysis conducted through a strategic partnership among Boomlet Group, dentsu India’s Recogn, and the Digital Behaviour Initiative at IIT Delhi. As the influencer marketing space has emerged as a favored component of brand promotion, consumers rely on influencers’ perspectives to inform their purchasing decisions. Our report serves as an indispensable resource, equipping businesses with the knowledge to navigate the dynamic world of influencers and illuminating consumer behavior within this ecosystem. Boomlet is looking forward to working on more reports like this in the future.”

     

  • To nurture "select world class" advertising and media entrepreneurs

    Ashish Bhasin launches The Bhasin Consulting Group

    By Our Staff

     

    Ashish Bhasin, Co-Founder and Advisor RD&X Network and former CEO APAC Dentsu, has announced the launch of The Bhasin Consulting Group. The Bhasin Consulting Group will provide top level business and leadership mentoring for founders, CEOs and company Boards to help “turbocharge” their business growth, both organically and through Mergers & Acquisitions. It will, notes a communique, endeavour to create advertising and media entrepreneurs and businessmen and businesswomen of global standards, a much-needed skill in these times of rapid transformation.

     

    The Bhasin Consulting Group will only work with the senior-most leaders in select businesses with a long-term growth potential. They will provide mentorship through a long-term Top to Top relationship, which could include taking a significant minority stake in mentored businesses, in keeping with the skin-in-the-game philosophy of Bhasin.

     

    In the initial phase the consulting and mentorship will be targeted towards select growth -oriented young companies operating in the advertising, marketing services, digital and media space, across geographies.

     

    Commenting on the launch, Ashish Bhasin said: “There is a huge need for Business and Leadership Mentoring for CEOs, CXOs and Founders in young and growing companies with ambition. Often while these leaders have good domain expertise, many in the Advertising, Marketing Services, Digital and Media Industry lack top class business, entrepreneurship and leadership experience which is essential to navigate, transform and grow in today’s fast changing, complex business environment and for maximizing shareholder value. Building and integrating top performing teams and getting them to work with a common goal and vision, to deliver profitability and business success in complex situations is what I have accomplished over the past 35 years. I have had the opportunity to successfully lead a team of 14000 people across 18 countries, in diverse businesses and to drive organic growth as well as successfully complete 24 Acquisitions across India and APAC. Many of my mentees today have founded or lead large organisations. The Bhasin Consulting Group will provide the benefit of that experience and introduce world class best practices in this area, for the first time in India.”

     

  • For APAC region

    Dentsu appoints Prerna Mehrotra as Chief Client Officer

    By Our Staff

     

    Dentsu announces the appointment of Prerna Mehrotra as Chief Client Officer, Dentsu APAC, expanding her current remit as CEO, Media, APAC. In this newly created role for the region, Prerna will focus on designing and delivering an elevated client experience across Dentsu’s services in creative, media, and customer experience management (CXM).

     

    Rob Gilby, CEO APAC, Dentsu, said: “Prerna joined dentsu in 2016 as our Head of Investment and has continued to show her star quality, working across divisions and clients. This appointment is a huge testament to Prerna’s tenacity and growth mindset. She consistently demonstrates outstanding leadership and understanding of the changing client and consumer landscape, innovating products and services to capitalize on new opportunities for growth. I look forward to working closely with her in her new capacity and a critical new role for the APAC region.”

     

    Added Yusuke Kasahara, CEO, Solutions APAC: “Prerna continues to elevate the culture of client-centricity across the network, ensuring we put forward the best of our talent and capabilities to deliver outstanding business solutions for our clients. She brings a strong point of view and critical thought leadership across business and marketing strategy to deliver growth for our clients and I’m delighted she has taken on her next challenge within Dentsu.”

     

  • With promotion of Anita Kotwani to CEO Media, South Asia

    Dentsu revitalises leadership bench in India

    By Our Staff

     

    Dentsu India today announces the promotion of Anita Kotwani to CEO Media, South Asia, Dentsu. In her expanded role Kotwani will lead all Dentsu’s Media businesses across South Asia including Carat, iProspect, dentsu X, Posterscope and media investment arm Amplifi.

     

    This announcement closely follows the appointment of Harsha Razdan, Dentsu South Asia’s new CEO, as the business continues to strengthen its leadership team in the region.

     

    Rob Gilby, CEO APAC, Dentsu, and Interim CEO, India until newly appointed CEO, Harsha Razdan, starts, said: “Anita is a well-loved leader who firmly looks to the future, bringing her people with her on the journey and is fearless in her approach to driving new solutions for clients. The Media opportunity in India is growing exponentially. Anita’s background, coupled with Harsha’s complimentary experience is building a powerful force in our business to drive growth for our clients in this exciting market.”

     

  • He joins Dentsu from KPMG where he is a Senior Partner, responsible for overseeing both Clients & Markets and Consumer Markets, Life Sciences & Internet Business

    Dentsu finally gets a CEO from outside. Harsha Razdan is CEO, South Asia

    By Our Staff

     

    If you remember, Dentsu, the advertising and marketing services network, had a series of exits. Topping it all was the exit of big boss Ashish Bhasin. And then started a massive hunt for a CEO. Almost every biggie in the business was met with.

     

    When they couldn’t find anyone, they called in old warhorse Sunil Lulla to stand in.  Lulla had just moved out of BARC and was busy growing his own consulting gigs. But that was till December.

     

    And yesterday (Thursday), Dentsu Asia Pacific announced the appointment of Harsha Razdan as CEO, South Asia. This is effective May 1, 2023. So we will see him at Goafest 2023.

     

    Said Rob Gilby, CEO APAC, Dentsu: “India has been through the most profound and impressive digital transformation and the future of the digital economy is bright; with new opportunities being generated by the advent of 5G, proliferation of affordable devices, and the development of a new economy accessible to all,” adding: “Harsha is an exceptional leader with a deep strategic understanding of the competitive landscape. His background in brand building, overlayed with deep knowledge of tech-driven transformation brings formidable cross-capability expertise and will drive growth opportunities in creating a new value ecosystem for clients with consumers at the centre.”

     

    Added Razdan on his appointment: “It is a very exciting time to be leading an agency network in India, especially with the significant progress we are seeing in the digital development of our market and what that means for brands. India is leap-frogging other markets in its adoption and development of new technologies, and it’s critical that agencies are capitalising on new opportunities for brands to speak to new consumers. I can’t wait to get started.”

     

    Razdan has worked with PepsiCo and Unilever, and consulting practices including Accenture where he spent four years in the UK. He joins Dentsu from KPMG where he is a Senior Partner, responsible for overseeing both Clients & Markets and Consumer Markets, Life Sciences & Internet Business. He also sits on the Advisory Leadership team as well as the Global Consumer & Retail leadership team.  He will be based in Mumbai reporting to Rob Gilby, CEO APAC, dentsu.

     

  • To accelerate growth and solutions for the clients

    Dentsu appoints Sapna Arora as Chief Client Officer

    By Our Staff

     

    Dentsu India has announced the appointment of Sapna Arora as Chief Client Officer (CCO).

     

    In this role, Arora will continue to enhance integrated solutions for existing and prospective clients and drive growth for the network. She will report to Rob Gilby, CEO APAC, and work closely with the leadership as well as teams across Creative, Media and CX.

     

    Prior to this, Arora was with OLX India as CMO, PRO, Brand Head – Emerging Markets.

     

    Commenting on the appointment, Gilby said: “We are in a very exciting phase of our evolution with a clear vision and strategy and I am delighted we continue to attract the best industry talent to join us and share their expertise. This is what makes Sapna the ideal fit for today’s Indian dentsu! She brings incredible global expertise that will be invaluable in cultivating pride, employee advocacy, and a sense of collective purpose that will strengthen dentsu India’s reputation among key stakeholders. I would like to extend a warm welcome to Sapna and look forward to working with her.’