Technology will be the biggest ally of creative in 2023: Amit Wadhwa

2022 was a year that saw several major changes at dentsu. In a bold move earlier this year, dentsu international created an entirely new global creative network – Dentsu Creative – uniting its creative agencies, including DentsuMB, 360i and Isobar, and expanding its Entertainment, Earned Attention and Experience capabilities. Led by Fred Levron, who joined dentsu international as Chief Creative Officer in November 2021, Dentsu Creative comprises of 9,000 creative experts in 46 markets connected to 37,000 media and CXM experts across dentsu international and collaborate closely with dentsu’s creative team in Japan.

In alignment with dentsu’s global vision of designing a structure for horizontal creativity, Ajay Gahlaut, Group Chief Creative Officer, also took charge of infusing creativity across Media and CXM, besides Dentsu Creative in India.

Close on the heels of this development Dentsu Creative India reached a high when it was declared Agency of the Year at Cannes Lions 2022.

Also read:

dentsu unites creative talent under Dentsu Creative; Ajay Gahlaut gets India charge

“We want to make our mistakes quickly and learn from them”

Cannes Lions 2022: Dentsu Creative India is Agency of the Year

Recapping this momentous year for dentsu, as well as highlighting the key trends and developments in the Advertising, Media and Marketing ecosystem in India in 2022, Amit Wadhwa, CEO, Dentsu Creative India, writes about how Integration is finally taking shape in the industry beyond just talks. Wadhwa also turns the spotlight on the key trends that will dominate Advertising in 2023.

Advertising, Media & Marketing ecosystem in India in 2022

Overall, the industry did finally manage to come out of the Covid impact completely as life returned to normal (I hope I am not talking too soon!). It had its share of hits and misses, but the biggest hit for me was the Indian agencies’ performance at Cannes this year. We truly did make a big statement. I can also say it with some level of excitement that it was also a year where digital was peeling new layers through social commerce and audio engagement. Needless to say, there is a lot more happening around it which we will see more of in the coming years. 

Key trends & developments

I feel there were a lot many discussions around building strong brands beyond performance marketing this year, or at least I was a part of many such discussions, and we have come to realise the balance we need to create between short-term and long-term gains. Creative became a lot more exciting with how technology became an integral part of it. Overall, it was a year full of creativity, brand building and digital delivery becoming a lot more robust.

Dentsu’s performance in 2022

We have had a stupendous year – winning the Agency of the Year at Cannes Lions 2022 – a first for any Indian agency. With that came a lot of focus on us from talent, clients and the international fraternity.

It has been a good year in terms of business with a strong performance on the new business front.

With us moving to Dentsu Creative, we took a big leap towards integration and have seen tremendous excitement around it from clients across industries. I am sure this will help us even more in the years to come.

Crystal gazing into 2023 

Technology will be the biggest ally of creative. We will see both coming together to create more magic. 

Digital will be used more and more for brand building beyond performance and that will bring the true potential of the medium to the fore.

We will see new mediums like CTV and podcasts truly evolve, which basically means traditional mediums in a brand new avatar.

Major expectations from the coming year 

I hope we don’t sell ourselves cheap anymore. We need agencies to value what we bring to the table and only then will the clients and brands. 

I hope 2023 is the year when we start integrating rather than just saying integration. I hear everyone talking about it, but doing little to truly deliver it. This requires a huge restructuring, which I hope happens now as that is what brands need.

I would want both agencies and talent to have long-term views for each other. Agencies need to truly look at developing talent for the future and talent needs to commit oneself for a longer term to truly become a better professional in the future.

Major focus areas for Dentsu Creative India in 2023

• Creativity: Great ideas delivered through integrating technology.
• People: We don’t have machines, algorithms (not entirely). We have people. Doing it right by them and developing them and valuing them is a big focus for us.
• Growth: Growth is what keeps us active, agile and excited, and we will keep that focus through new business and new streams.
• Current clients: While we run for new business, never ignore your current relationships. That will always be a bigger focus for us.