Dentsu India has taken a key step in appointing Divya Gupta as CEO of its media offering, Dentsu Media. With this, the agency has filled one more critical senior role, and according to Rohit Ohri, Executive Chairman, Dentsu India Group, Dentsu India’s structure was now nearly in place to offer integrated media solutions to advertisers in India.
Ohri is clear that at Dentsu, all disciplines and platforms – are expected to collaborate and work as a team. He believes that this is the differentiator for the agency. In an exclusive conversation with exchange4media, he said, “Many agencies today give lip service to offering an integrated solution to advertisers. But for Dentsu, working as one team is at the core of our structure, and we will be able to do this more efficiently in India now.”
Gupta’s appointment is one big step in that direction. This appointment also marks her return to the media agency business after almost seven years. In the interim, she has worked on the advertiser side, when she was with Reliance ADA Group, and on the media side, when she was working with Hindustan Times.
Ohri informed that this was one aspect that added significantly to what Gupta brought to the table. He said, “Divya Gupta brings a well-rounded experience to the agency. I think her vision is much purer today than what it was when she was on this side of the business earlier.”
But it has been seven years, and much has changed. How is the experience for Gupta? She replied, “It is almost like coming back home. This is the most exciting time to be in the business. The next five to 10 years will see different kinds of changes in the communication business, where the advertiser has moved away from one-way monologue to being able to engage consumers in conversations which are active dialogues, which, courtesy digital, the consumers are able to take forward.”
The first three months will see Gupta work on consolidating Dentsu Media’s position by focusing on talent and existing client relationships. Ohri explained, “Dentsu Media is a very strong company fundamentally. In the first phase, Divya would be engaged in talent audit and relationship audit, identifying the needs of our existing client relationships. She would also look at the Dentsu Network to advise on best practices that can be brought to India, which will better serve advertisers here. Our first step would be to consolidate Dentsu Media’s position.”
The second stage would include all this, along with full force focus on growing the agency’s market share.
Dentsu India Group has seen some tough times in terms of its people and business retention. Ohri said, “But that is the challenge. Now is the time to reinvent our reputation, the work and the agency.” This was one reason for Ohri to have taken up the role at Dentsu and Divya Gupta has similar reasons. She added, “Dentsu is much ahead of most other agencies, and especially agencies in India, in its operations and practices. The idea is also to understand these and being able to work with these best practices, especially in media, in India.”
Dentsu India Group has made important hires in digital and other disciplines. Ohri believes that the agency is now geared to deliver on client expectations across disciplines in a seamless manner.