India – Dentsu India has appointed Abhirup Datta as chief executive officer of performance media solutions to boost its performance marketing.
In his new role, Datta focuses on driving sales at the performance marketing and digital media agency Sokrati. He is responsible for delivering strategies as it amplifies its market presence and gains clients.
Datta will also lead Dentsu’s recently launched Performance 2.0 initiative to enhance marketing capabilities and drive sales. Performance 2.0 is an approach to performance marketing that leverages AI, advanced data analytics, and automation.
Prior to his current role, Datta held leadership roles at ZEE5, Disney Star, TUI India, HT Media, and Bharti Retail. He brings over 20 years of experience in various industries, specialising in growing revenues and scaling businesses.
Anita Kotwani, chief executive officer of Dentsu media in South Asia, said, “Abhirup’s leadership is pivotal as we advance our performance marketing capabilities. Our Performance 2.0 approach reimagines performance solutions, encompassing data, analytics, marketplaces, and commerce solutions for today’s dynamic digital landscape. Abhirup’s vision ensures we stay ahead. With Abhirup and Nilesh, we’re poised to shape the future of performance marketing with innovative solutions.”
“It’s a truly exciting challenge to lead dentsu India’s Performance 2.0, and I am absolutely excited about this opportunity. Being part of dentsu in this era of AI and data-driven marketing presents a chance to help redefine what’s possible for brands. With Sokrati’s ability to deliver innovative and market-leading solutions, I look forward to closely collaborating with the incredible teams at dentsu and Sokrati to build a new reality for our network and drive even greater client growth,” Datta commented.
