Vivek Bhargava, head of the Dentsu Performance Group, has announced his exit from the company. His next move is as co-founder of ProfitWheel, a Software as a Service (SaaS) startup he co-founded last year. The company was hitherto operational in stealth mode.
ProfitWheel is a product company that aims to focus on creating a customer data-led marketing intelligence platform for the new direct-to-consumer world.
Speaking about the move, Bhargava, said, “ProfitWheel has been active in stealth mode for the last one year. Now, it was finally time to bring it to the fore and get the wheels rolling. With ProfitWheel, we are attempting to connect ad tech with martech to make both efficient. Our eventual goal is to make the advertising and marketing expenses a part of the balance sheet where it becomes the cost of sales rather than an expense. It’s a game-changing model for the startup ecosystem.”
At the start of his career, Bhargava founded Communicate 2 in 1997. In 2012, the company joined hands with Dentsu International’s digital marketing agency – iProspect India. He led the new entity – iProspect Communicate 2 – as founder and managing director. The company was rebranded as iProspect India at the end of 2015 with Bhargava as CEO until 2016, the year he was named the CEO of DAN Performance Group. In this role, he looked after all of Dentsu’s digital performance agencies.