The 'power of now’ isn’t just a catchphrase, it’s a strategic imperative: Amit Wadhwa

The digital advertising landscape is evolving rapidly, and staying ahead means embracing the present while preparing for the future. At the launch of the dentsu e4m Digital Advertising Report 2025, Amit Wadhwa, CEO, South Asia, Dentsu Creative, shared key insights on why the ‘power of now’ matters, the industry’s projected growth, and the role of customer experience in driving innovation. 

Dentsu Creative’s emphasis on ‘the power of now’ isn’t just a catchphrase—it’s a strategic imperative. Wadhwa explained that what brands and agencies do today will shape their relevance in the future.

“What you're doing right now will define whether you'll be relevant in the future. So, I think it's extremely important to focus on the now, of course, with an eye on the future,” he said.

With digital marketing evolving at breakneck speed, capitalizing on current trends and technologies ensures sustained growth. He pointed out that digital acceleration presents immense opportunities, making it crucial for brands to stay agile and proactive.

The Dentsu e4m Digital Advertising Report 2025 highlighted a strong upward trajectory for the industry, and Wadhwa echoed the optimism.

“We are seeing an upward of a single digit towards moving towards double-digit growth in the advertising industry, especially on the digital side,” he noted.

From OTT to innovations in ad tech, the momentum in digital advertising is undeniable. The industry is witnessing a shift where digital platforms are not just growing but becoming central to media strategies. Wadhwa emphasized that this growth is not just about numbers but also about the new possibilities emerging across platforms.

For Wadhwa, customer experience is at the core of effective marketing. He believes that the key to meaningful brand engagement lies in creating real, immersive experiences—whether digital or on-ground.

“Whatever we do is for customers, right? Nothing moves them better than a real experience,” he said, citing his experience with brands like Pepsi and Maruti Suzuki.

His approach is driven by the belief that deeper engagement leads to stronger brand connections. As brands experiment with innovative customer experiences, the role of digital in fostering direct consumer interactions has never been more critical.