Dentsu India strengthens leadership for performance marketing push

Dentsu India has announced a series of leadership changes aimed at reinforcing its performance marketing capabilities, particularly within Sokrati, its flagship performance marketing agency. The restructuring comes as the agency seeks to sharpen its focus on innovation and operational excellence in an increasingly competitive digital marketing landscape.

Abhirup Datta, currently the CEO of dentsu India’s Performance Practice, has taken on an additional role as CEO of Sokrati. He succeeds Nilesh Gohil, who has stepped down to pursue new opportunities. Datta will continue to report to Anita Kotwani, CEO—Media, South Asia, dentsu.

Datta, who brings extensive experience in performance marketing and analytics, will now lead Sokrati into its next phase of growth. His mandate includes expanding the agency’s footprint, leveraging innovative strategies, and maintaining its position as a leader in the performance marketing sector.

“I’m excited to take on the role of CEO, Sokrati, and grateful to dentsu India for their trust. This is a pivotal time to accelerate the company’s vision by driving innovative Performance 2.0 solutions in digital marketing. Dentsu’s customer-centric approach perfectly aligns with my own, and I look forward to collaborating with industry-leading talent to propel Sokrati’s growth. With the algorithmic era upon us, we’re well-positioned to deliver exceptional client outcomes and build a meaningful, impactful future,” Datta said.

In addition to Datta’s appointment, dentsu India has named Prajaktta Gosavi, currently Head—Performance Delivery Practice, to oversee integrated solution delivery for its Performance Practice. Her new responsibilities will span across Sokrati, iProspect, Carat, and Dentsu X, aligning with dentsu’s broader media strategy.

Reporting to Bhasker Jaiswal, COO—Media, dentsu, Gosavi will focus on optimising processes, ensuring seamless client delivery, and enhancing collaboration within the performance marketing ecosystem.

Gosavi, a six-year veteran at dentsu India, has played a critical role in driving integrated client solutions and leading organisational restructuring efforts across Sokrati, CXM, and Media. Her expertise in streamlining operations positions her to strengthen dentsu India’s delivery capabilities further.

These leadership appointments are aligned with dentsu’s global mission of “Innovating to Impact.” The strategy aims to position the company as a forerunner in performance marketing, delivering cutting-edge solutions that address evolving client needs.

Kotwani emphasised the significance of these changes, stating, “Abhirup has consistently demonstrated exceptional leadership and has been instrumental in driving transformative growth in the performance practice in his previous stints. He has already begun creating an impact at Sokrati, driving innovative solutions that elevate our Performance Marketing 2.0 narrative through forward-thinking ideas and pioneering products with a first-mover advantage in the industry. We are equally excited about Prajaktta stepping into her new role. With her proven expertise in integrated client solutions and operational excellence, I am confident she will play a critical role in enhancing delivery and driving seamless collaboration across our performance marketing ecosystem.”

The changes underscore dentsu India’s commitment to adapting to the demands of an algorithm-driven digital economy. As performance marketing becomes increasingly central to brands’ strategies, the company aims to consolidate its capabilities while fostering leadership that aligns with its global vision.

While the leadership overhaul positions dentsu India to better navigate market complexities, its effectiveness will hinge on executing these strategies and delivering consistent client outcomes amid a rapidly evolving industry.