From media buying to business building: Harsha Razdan to share insights at e4m Confluence

The fifth edition of e4m Confluence will be held on November 23 in Mumbai, bringing together some of the leading voices from the advertising, marketing and media ecosystem. One of the key highlights of the conference will be fireside chat featuring Harsha Razdan, Chief Executive Officer - South Asia, dentsu with Imran Fazal, Assistant Editor, exchange4media.

Razdan is set to share key insights on the topic titled ‘From Media Buying to Business Building’. The conversation is expected to explore how the role of media agencies is evolving beyond traditional media planning and buying, with clients increasingly looking to their partners for solutions that contribute directly to business growth.

The discussion will focus on how far an agency’s mandate should extend, as media agencies are now expected to address areas such as commerce, customer acquisition, data, technology, creators and content. As these responsibilities expand beyond the traditional media brief, the conversation will examine whether this evolution makes agencies more influential strategic partners to CMOs or risks diluting their core expertise.

The fireside chat will also delve into what clients truly expect from their media partners in today’s changing marketing landscape and, more importantly, what they are willing to pay for. It will explore the balance between expanding agency capabilities, delivering business outcomes and maintaining the expertise that continues to define the media industry.

The conference will feature a power-packed agenda with a stellar line-up of speakers who will share key insights on the opportunities and challenges shaping the industry. It will focus on navigating innovation, creativity and growth in an increasingly dynamic business environment, with a strong emphasis on the changing media and advertising landscape.