Dentsu India's media practice targets double-digit growth in 2025

Dentsu India's media practice added 80 brands to its client portfolio in 2024 and posted 10% growth in its billings. This development points to a recovery from the financial challenges it experienced in 2023. The media practice unit has now set a target of achieving double-digit organic growth in the current calendar year.

The Japan-headquartered global ad network extended the scope of its business covering both, traditional and digital media, performance marketing, and influencer campaigns. Some of the new client wins included General Insurance Council, LG Electronics, SKECHERS, Akasa Air, Vero Moda, Flipkart, Myntra, Sintex, Amazon Seller Services, CK Birla Healthcare, Kotak Mutual Fund, Ardex Endura, Shopper Stop, D DÉCOR, Godrej Properties, HAMDARD, TATA Mutual Fund, TATA Realty, Quick Heal Technologies, Unity Small Finance Bank, Meesho, Waree Energies, Vi-John, Berger Paints, Suzuki, and Be-Rite (Gemini Edibles & Fats), among others.

Harsha Razdan, CEO, South Asia, Dentsu, said, “Our media practice has leveraged technology and data insights to diversify and expand our core offerings, unlocking new growth opportunities.”

Dentsu's collaborations with companies such as Meta and Google enabled it to scale globally in consumer and retail intelligence. Products like Spark, a marketing mix modelling tool, and performance marketing solutions helped it attract high-profile clients. The agency's media innovations and solutions team clocked 4X business growth by focusing on branded content, gaming, and sports campaigns. Benefited by its data-driven initiatives, Dentsu Retail posted fivefold growth, according to a company press release.

Anita Kotwani, CEO - media, South Asia, Dentsu, said that the agency remained focused on delivering measurable results and adapting to market demands, aiming to redefine benchmarks in 2025.

Dentsu India was in the news in 2024 for various developments. The company announced a series of leadership changes in Sokrati, its performance marketing agency. The CEO of its performance practice Abhirup Datta was given an additional responsibility as the CEO of Sokrati following the exit of the former CEO Nilesh Gohil.

The global ad agency network launched Dentsu BX, its business transformation practice in India last year, appointing Narayan Devanathan to head the operations of the new practice. It was also in 2024 that Dentsu India's offices were raided by the Enforcement Directorate which seized cash, gold, and documents from the offices in an alleged $16.5 million embezzlement case.