Agency Report Card 2017: DDB Mudra

For the DDB Mudra Group, 2017 was a year of changes. Chairman and chief creative officer, Sonal Dabral announced his departure from the agency in July and a new leadership team consisting of Vineet Gupta (CEO), Aditya Kanthy (MD), Rahul Mathew (NCD) and Brijesh Jacob (chief technologist officer) was put in place.

 

The leadership team bagged a total of 72 accounts during the year, and the new businesses

contributed to a total of 10 per cent of its business revenue for the year. The accounts it bagged included Royal Enfield, Hotstar, Puma and Big Bazaar’s fashion store (fbb) among others. 

 

 

The biggest stated objective for the year for the agency was the ‘intersection between offline and online’. The agency focused on growth in technology and data and analytics to complement its creative and strategy. It partnered with Hotify, an enterprise providing expertise in artificial intelligence to get better consumer targeting across digital assets, generate real-time marketing insights, an AI powered process automation and using content analytics to deliver cognitively aligned content. 

 

To equip the team, 51 training programs were conducted during the year. These sessions saw external trainers and in-house subject experts discuss digital marketing, mobile marketing and Google certifications among others. 

 

In terms of awards last year, the major wins came at the Effies (three Silver, two Bronze) and WARC Prize for Asian Strategy (Bronze).