Digital Agency

‘Digital is not a choice anymore, it is a way of life for all creative agencies’

Amit Wadhwa
Written by publishing team

With the aim of offering a more collaborative and compatible offer to its clients, dentsu international in 2021 brought together Dentsu Webchutney (creative), Taproot Dentsu (creative), WATConsult (a digital marketing agency), Perfect Relations (a PR firm), and Isobar (a digital agency), and Dentsu Impact under one umbrella to form dentsu Creative India in June 2021.

As the CEO of dentsu Creative India, Amit Wadduwa integrates, coordinates and implements the overall strategy of dentsu Creative in the market. e4m reached out to Wadhwa to understand how well it is prepared to tackle new challenges, and what its strategies and plans for 2022 are.

Excerpts from the phone interview:

Q: What is the biggest challenge for creative agencies in 2022?

The biggest challenge, which I think is also the biggest opportunity for us, is embracing and accepting digital technology and evolving with it. Companies embracing digital technology will rise high; Meanwhile, the rest will die. This adoption is not an option anymore. This should be a lifestyle for all creative agencies. For the same reason, we decided to bring our creative, digital and PR brands under one umbrella.

Q: Is there speculation that media agencies will take over the designs? does it disturb you?

never. Creative agencies are part of a brand’s entire communication journey with its clients. They care about all of the overall brand language right down to the super local. Media and creativity, both have a defining role in the story of any brand. So, speculation that media agencies will take over the creative is a bit far fetched.

Q: The third wave has already hit the country. How do you plan to deal with the new restrictions?

We have already closed all our offices to avoid the spread of infection and advised 100% of our employees to work from home safely. We’ve developed a robust business model in previous waves of pandemic and remote delivery shutdowns. Our portfolio is a healthy mix of traditional and digital advertising, so we have no reason to worry.

Q: The advertising industry was expecting to reach pre-Covid levels in 2022. With another pandemic wave, there is a possibility of a reduction in advertising spending. Is this cause for concern?

It’s too early to comment on this. There is no view of the impact of the third wave on ad spending at the moment. We are only at the beginning of January. I’m an optimist, and I’m sure industry revenue will surpass pre-Covid levels this year.

Read more news about (Online Advertising in India, Online Advertising, Advertising in India, Digital Advertising in India, Media Advertising in India)

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