Dentsu Impact, the creative agency under the Dentsu Aegis Network has added digital and CRM divisions. These divisions will be headed by Kartikeya Srivastava (pictured), head – planning, Dentsu Impact.
The agency has also appointed Sanjay Pokhriyal as vice-president, CRM. Pokhriyal joins from Direxions Marketing Solutions. In a career spanning 17 years he has also worked with DLF, Honda Motorcycle and Scooter India and Personal Point Care.
The agency will continue to partner and work with other Dentsu Aegis Network digital agencies, depending on client requirements, informed a statement from the agency.
Speaking with Campaign India, Amit Wadhwa, president, Dentsu Impact, said, "This gives us an holistic approach. Advertising agencies are looking at creative outputs. CRM is looking specifically at CRM. But CRM is as much as a part of communication, as an ad to come out in TV or the newspaper is. We are trying to approach a brand holisticially. CRM is becoming important and an integral part of advertising and that's why we have invested in it."
Wadhwa added that the agency has a 'couple of clients', that entail CRM as well.
Through a prepared statement, Wadhwa further said, “If we talk about brand building, digital and CRM are the two most important elements that continue to gain prominence every single day. However, today these two are more often than not discussed more from a technology and process point-of-view rather than brand-out or brand-led. What we at Dentsu Impact would want to do is to seamlessly bind these two elements together along with the brand idea. This is the reason why Kartik, who has been a close partner and has been heading strategic planning for us for a while now, was a natural choice when it came to leading these initiatives and building these capabilities further. We are looking forward to some exciting times ahead.”
Srivastava added, “The new responsibility is both exciting and challenging…exciting because creative thinking and creativity can be given a new meaning in an ever evolving data-driven, connected world. Digital and CRM are becoming great enablers in creating unified experiences and finding new ways to build brands. It is also a challenge because it requires change management, breaking of silos and reorienting the way people look at these functions not so much as technology or process led, but rather as brand and experience led.”
Pokhriyal said, “Dentsu Impact is the most exciting place to be in as it strives to build capabilities to deliver holistic and consistent brand experience for its partners. I am super excited about my assignment with Dentsu Impact and look forward to doing some path breaking work to deliver a superlative customer experience.”
Dentsu Creative Impact was renamed as Dentsu Impact following Dentsu Aegis Network's decision to re-brand its agencies in August 2016. Dentsu Communications was renamed as Dentsu India and Dentsu Marcom as Dentsu One.