Campaign India Team
Jul 09, 2018

Agency Report Card 2017: Dentsu Webchutney

We assess Dentsu Webchutney's 2017 performance in India, based on its business results, its innovation and initiatives, its work and awards and its people and leadership.

Agency Report Card 2017: Dentsu Webchutney
As a senior member of Dentsu Aegis Network described it, 2017 was the year when Dentsu Webchutney, the digital agency from the network, was showing signs of a turnaround. 
 
Digital marketing in itself was becoming par for the course for most marketers. “Traditional digital marketing” was a term that most marketers familiar with the digital landscape were beginning to use. 
 
The objective for Dentsu Webchutney was not to be just another agency offering digital capabilities but to be the lead creative agency for brands. The agency says that brands such as BSA Cycles, Nokia India, Melorra jewellery and Swiggy have the agency on board as their lead creative partner owing to which the agency is able to focus on the merits of powerful ideas which transcend physical or digital boundaries.
 
The second important step for the agency was to collaborate with the 23 agencies in the Dentsu Aegis Network, offering a collaboration model for clients, while facilitating more creative and business growth for itself.
 
Agency Report Card 2017

Dentsu Webchutney

2017:

A-

2016:

N.A.

Country head/s: Sidharth Rao, Sudesh Samaria 

Ownership: 80 per cent (Dentsu Aegis Network)

20 per cent (Sidharth Rao and Sudesh Samaria)

One of the focus areas of Dentsu Webchutney has been in the area of B2B marketing. Sensing a huge void in the space, the agency offers B2B players the same digital-native creative talent and media capabilities thus far enjoyed by B2Cs only. The agency claims that the basic premise of this approach is to make B2B more intimate and personal through targeting, more compelling through digital-native creative and more effective using collaborative marketing. Within a few months of being set-up, it has already done campaigns for tech giants such as GE and Microsoft.

 

WEBCHUTNEY'S SECRET SAUCE 

  • Internet start-ups have been one of the pillars of Dentsu Webchutney’s growth in the last few years. To consolidate, it shifted mindsets from that of an agency to an investor
  • Identify ‘likely winners’ within a category by an analysis of the brand’s potential growth and commitment to digital advertising’s role in it. These include brands like Swiggy, Melorra among others
  • Impact a more intimate part of their business keeping everything from the next round of funding to future avenues of growth in mind -- expanding the agency's conversations to CPOs and customer retention teams

 

Source:
Campaign India

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