Chasing trends without knowing how to create them can be counterproductive: Harsha Razdan

At the dentsu-e4m Digital Advertising Report 2025 launch event, Harsha Razdan, CEO of Dentsu South Asia, shared insights on the rapidly evolving landscape of digital advertising. Razdan touched upon a number of critical topics, including the significance of living in the present moment and the growth expectations for digital advertising in the year ahead. 

Razdan was asked why dentsu's focus for 2025 centers around the concept of the 'Power of Now.' His response highlighted the synergy between technology, people and data.

"If you look at technology, people, data—all of it coming together, this is what is happening as of today," he explained. He emphasized the importance of not getting caught up in speculative future trends but rather leveraging the present moment to drive innovation. According to Razdan, chasing future trends without understanding how to create them can be counterproductive. "Our report talks about the same thing," he noted. "We looked at a lot of data and the technology put into everything that we do. The goal is to make sense of it and carve a way forward for the future of yourself, your business, and society."

In a world where the digital realm is constantly evolving, Razdan’s message is clear: adapt to the tools, data, and technology available today to shape tomorrow.

Looking ahead to 2025, Razdan offered an optimistic yet cautious outlook for digital advertising growth. He forecasted a growth rate north of 6.5%, which, while positive, falls short of expectations. "I would have expected it to be much more. Let's see how the economy plays out as we look at this year," he said. Razdan acknowledged that external factors, particularly economic conditions, could influence the growth trajectory for digital advertising in 2025.

As the digital advertising industry continues to evolve, it’s clear that while growth remains strong, the path forward is shaped by both technological advancements and the economic environment.