Media and Games Invest (MGI)’s Post

Aim to garner 50% of our business from CX by 2026: dentsu’s Harsha Razdan Seizing the expansive growth potential in India, dentsu India is set on actualising its objective of securing 50% revenue growth from customer experience (CX) by 2026, said Harsha Razdan, CEO, South Asia at dentsu. “While creative and media will undoubtedly play significant roles, failing to strategically play around marketing x technology may result in a loss of both talent and business prospects,” he added. To achieve this goal, dentsu plans to make acquisitions in the commerce, data and experience space, said Razdan in an exclusive interview with BestMediaInfo.com. One of the aspects burgeoning the ad industry is transparency with clients in terms of media rebates and agency volume deals with broadcasters and publishers. Commenting on the above, Razdan said that this challenge can be tackled well at the industry level. He added, “Transparency is something that we all have to push through together. I would also rely on my seniors in the media space like Prasanth Kumar and Shashi Sinha, who will guide us in terms of how we do this in the right manner.” Over the past few years, dentsu India has weathered a purported corruption storm. Since joining just 6-7 months ago, Razdan has prioritised the company's integrity over revenue goals. He firmly asserted, “In matters of integrity, there is no room for compromise. I may tolerate revenue loss, but integrity remains non-negotiable.'" Read the full interview below.

There are interviews, and then there are INTERVIEWS. This particular piece falls into the latter category. Unlike several other interviews these days, where corporate communications and PR dictate what questions to ask and what not to ask (thanks to Anindita Sarkar for not interfering and allowing me to do my job), Harsha Razdan, CEO, South Asia, dentsu responded to all my questions without hesitation. I asked him whether the agency's current talent can achieve his goal of transforming dentsu into a marketing x technology consultancy. I inquired if clients would accept dentsu as a marketing x tech consultant unless it changes the Dentsu DNA. I asked if, like several other agency heads in the industry, he would occasionally appear in front of clients—whether annually, at the beginning or end of contracts. I delved into topics such as business losses, agency culture, transparency with clients regarding media rebates and agency volume deals, and much more. Please do show some love to the interview. Dentsu India

While #marketers deal with a play-safe go-to-market approach, a confidence crisis due to the fragmented #media landscape, and misalignment on measurement and relevance to drive business growth with C-Suits, whoever decodes how to combine #disruption and #innovation with #creativity while making the media saturation and competition feel irrelevant will become a magnet of #ad dollars and the most common place where #brands can leverage its platforms to delight the #consumer. #retailindustry #retailmarketing #groceryindustry #cpgindustry #ecommerce #brandstrategy #marketingstrategy #disruptivethinking #mediastrategy #growthstrategy #socialmediastrategy #searchenginemarketing #marketing

#Curation: Welcome to the essential guide for programmatic planning and activation! Smart Curation for the Open Internet includes the 10 Rules for Success for supply-side programmatic deal creation and management. These simple steps are the ultimate checklist to ensure you’re maximising your efficiency, results, and ROI in this dynamic programmatic ecosystem. From understanding the importance of premium inventory to mastering data-driven decision-making, follow these actionable insights to elevate your advertising strategy. By adopting these practices, you can stay ahead of the curve and ensure your campaigns are highly effective and efficient. Check out our Smart Curation guide for the details, and discover how the acceleration in curation is driving results for advertisers. https://lnkd.in/dmH-AFtR #Onetag #Curation #Adtech #SmartCurationTechnology #programmaticadvertising #digitalmarketing #efficiency #ROI #advertisingtrends #AdTech #marketingstrategy #innovation

Media buying shouldn't be a gamble. Advertisers should know exactly what they're buying, when they're buying it, how much they're paying for it and so forth. However, advertisers often find themselves navigating a maze of uncertainties, unsure if their investments are yielding the desired results. That's where ID Comms steps in. We act as the objective third party, untangling the intricacies of media purchases and shedding light on where your budget truly goes. With our expertise, we analyze the media bought by agencies, scrutinizing the prices paid and the quality delivered. We help reduce the risks associated with wasted budgets, poor quality and ineffective strategies, empowering advertisers to focus their resources on strategies that truly drive business growth. Untangling and de-risking media buying isn't just about unraveling complexities, it's about giving advertisers control and transparency over their investments. It's about providing clarity in a landscape often shrouded in uncertainty. With ID Comms by your side, you can navigate the media buying process with confidence, knowing that your investments are optimized for success. For more, visit: https://lnkd.in/gMN-gzAw #MediaBuying #Advertising #BrandMarketing #RiskReduction #IDComms #BusinessGrowth #BrandsDeserveBetterMedia #BetterMediaInvestments

#CannesLions2024 spotlighted #RetailMedia as a revolutionary force in advertising, showcasing its potential to transform brand-consumer connections. Retail media involves advertising on retailers' digital platforms, leveraging first-party data, and direct consumer access. This trend rapidly grows as retailers become influential media owners, offering highly targeted advertising opportunities. Some Key Highlights and Takeaways: - Data-Driven Advertising - Seamless Integration of Content and Commerce - Enhanced Measurement and Accountability - Creative Innovation in Retail Spaces Retail media is poised to significantly impact the advertising ecosystem with advancements in technology, deeper data insights, and a focus on consumer-centric marketing. #CannesLions2024 highlighted that this is just the beginning, with retail media set to play a pivotal role in the future of advertising.

Product-based strategies are revolutionizing commerce media, bringing it to the masses like never before. GroupM's Sam Bukowski sits down with Michael Balabanov from Criteo to dissect this transformative shift. 🛒Key takeaways – There's a shift towards product-based strategies, focusing on where products are sold and how much should be spent on each network – Fragmentation is a significant challenge in the industry, with brands often operating across numerous retail media networks – Tech plays a crucial role in supporting scalability and efficiency in this space – Creativity remains a vital aspect of advertising, even in the more transactional realm of commerce media – There's a growing need for holistic conversations about retail and commerce, moving beyond lower-funnel discussions to consider the entire customer journey Watch their conversation here from the GroupM Rooftop: https://lnkd.in/ewMgJxwM #GroupMCannes

Pinterest appoints new UK MD and Zenith UK CEO steps down. Also, promotions and appointments from PayPal, Total Media Group, Ipsos UK, and more. View all of the latest performance marketing people moves via the link in comments. Natalie Cummins Sannah Rogers Jon Stevens Zenith UK Beth Horn Pinterest Dr. Mark Grether John Anderson PayPal Mike Sell Guy Sellers Thomas Laranjo Celine Saturnino Penny Took Total Media Naomi Jones Ipsos UK Jorg Boutkan Deployteq Noel Cook Wildstone Sophie McElligott Dazed Media #performancemarketing #peoplemoves #career #ceo #marketing #advertising #agency #brand #adtech #CMO #marketer

APAC Marketers Get Bullish: Unleashing Ad Spend for a Thriving 2024! APAC marketers are unleashing their ad budgets for a thriving 2024! This report reveals soaring optimism, with 81% expecting bigger budgets - a huge jump from last year. Revenue is the top KPI, driving strategic ad spend and innovative campaigns. Get ready to maximize your ROI! If you want to get more inspiring stories like this, follow thriwin.io for lessons from the world's greatest business. #MarketingTrends #APACLeads #thriwin

"We need to reconceive the old adtech three-letter silo buckets: DMP, DSP and SSP. Let’s start talking in plain English about business pain points, processes, solutions and technology," explains Cadent's Tony Yi. Check out Tony's latest article for the Forbes Business Development Council for more on why the adtech industry needs to simplify how it talks about itself. https://ow.ly/cwFT50QnCk1