Goafest 2024 wins - our 700 Wavemakers toiled quite a lot to make them happen: Ajay Gupte

The opening day of Goafest 2024 in Mumbai was marked by the prestigious Media ABBYs and Publisher ABBYs, where the best in the industry were honoured. Among the 65 awards handed out, Wavemaker India stood out, being named Media Agency Specialist of the Year with a total of 98 points and 16 metals, including 4 Golds for their standout campaigns for Cadbury 5Star and Cadbury Celebrations. In an exclusive interview with Adgully, Ajay Gupte, CEO, Wavemaker South Asia, offers an in-depth look at the agency’s winning strategies, their path to success, and future ambitions.

Reflecting on the victory at the ABBY Awards, Ajay Gupte attributes the achievement to the dedication and hard work of the Wavemaker team. “The success we achieved is a result of the hard work of our 700 Wavemakers. They have all toiled quite a lot to make it happen,” he says. This accomplishment is not a sudden stroke of luck, but the result of strategic investments made over several years. “This is an investment we made a few years ago – investments in people, in data, in technology, in tools, in India and globally, which has actually brought us to a level where we are winning consistently,” Gupte elaborates.

Wavemaker’s triumph as the Media Agency of the Year is a testament to their persistent excellence. Gupte highlights their consistent wins over the past 4-5 and the increasing gap between Wavemaker and its competitors. “For instance, at the EMVIES, the gap between us and the next agency was around 600 points this year,” he points out. Their extensive client base, comprising over 150 active clients, alongside strategic investments in technology and talent, has been pivotal to their success.

Discussing changes in client interactions, Gupte points out Wavemaker’s strong performance in attracting and retaining new business. “Over the last five years, we have been number one in India for convergence, meaning we are getting more pitches and winning more of them,” he states. Their clear positioning as an agency capable of delivering effective and efficient solutions has played a crucial role in this success. “If you want an agency that can help you understand the landscape better and deliver effective and efficient solutions, it is Wavemaker,” Gupte asserts.

Wavemaker places a strong emphasis on team growth and development. “We recognize that there is a lot of new knowledge that needs to be brought in, so we hire experts like coders, data scientists, and content creators,” Gupte explains. The agency also encourages existing employees to explore new areas of interest, providing support and resources for their professional growth. “For example, we had a team member who wanted to work in South cinema, and another who was interested in tech opportunities. We encourage this kind of initiative and provide the necessary support and resources,” he adds.

At Goafest 2024, which focused on the theme of ‘Adaptability’, Gupte acknowledges that clients are at different stages of their journey towards embracing change. “Some are open to experimenting with content, e-commerce, or data, while others may need more convincing,” he says. Wavemaker’s strategy involves showcasing successful case studies to demonstrate potential benefits and gradually convincing more cautious clients.

The interest in traditional mediums like radio has shifted, with radio now focusing more on activations and consumer engagement. “Radio has evolved to focus more on activations and consumer engagement rather than just base awareness,” Gupte observes. While it is no longer the primary medium for widespread awareness, it remains effective for localized targeting and engagement.

Wavemaker remains committed to innovation and client-centric solutions. “Our success is a result of our team’s hard work, strategic investments, and the support of our clients,” Gupte affirms. As they continue to set new benchmarks in the industry, Wavemaker’s focus on maintaining momentum and delivering exceptional results remains unwavering.

Through strategic investments, a dedicated team, and an innovative approach, Wavemaker continues to lead the way in the media agency landscape, setting standards and achieving remarkable success.