Client collaborations, creative tech, and campaign growth: Amit Wadhwa on Dentsu India’s 2024 strategy

2024 has marked a busy year for Dentsu in India, as the agency navigates global performance challenges while steering the group back toward positive organic growth. The company has taken several key steps, such as preparing to launch Dentsu Labs, announced at Cannes, and reintroducing Webchutney and Isobar as standalone brands. These efforts reflect a focus on innovation and regional expansion.

In an interview with Campaign, Amit Wadhwa, CEO of Dentsu Creative for South Asia, detailed the company’s growth strategy, citing new business wins and portfolio expansion with existing clients as top priorities. Recent acquisitions like Bharat Benz, Popeyes, and Motorola have been pivotal, alongside strengthened relationships with longstanding partners.

Wadhwa also pointed to the agency’s ongoing investment in creative technology. He highlighted the success of the Motorola 'Deep Connect' campaign as a strong example of how tech-driven solutions are playing a key role in Dentsu’s creative executions.

Additionally, southern region of India has emerged as a critical focus area for Dentsu, not just for acquiring new clients but for its strategic relevance to national brands. Wadhwa noted that vernacular content is crucial in reaching diverse audiences across the region, prompting the agency to enhance its operations to cater more effectively to both regional and national brands.

Looking ahead, Dentsu is preparing for the launch of Dentsu Labs in India by the end of 2024. The lab will focus on integrating creative technology into campaign execution, further bolstering the agency’s capabilities in delivering tech-enabled solutions.

Wadhwa also touched on Dentsu’s broader strategy, which includes a digital-first approach, innovation-led initiatives, and non-traditional hires. He expressed optimism that these factors will help drive double-digit growth by year’s end.

Check out the full interview above.