Tag: Dentsu

Philippines – Mental health organisation MindNation and marketing agency dentsu Philippines are encouraging Filipinos to ‘Learn to Pause’ in their latest campaign. Advocating for holistic mental health and well-being, MindNation and dentsu Philippines are helping Filipinos to find their calm.

As many Filipinos are immersed in doomscrolling, social media has become a cause for their anxiety, making them disconnected from themselves. The ‘Learn to Pause’ campaign seeks a break from Filipinos’ digital burnout, rolling out endless looping videos that promote relaxation.

Using insights from licensed psychologists and scientific studies, dentsu Philippines and MindNation have designed videos that feature repetitive patterns, activating mirror neurons and imitating calming rhythms in the brain.

With ASMR-inspired sounds accompanying line art, the videos aim to improve the mood and relieve the stress of their viewers.

More than promoting relaxation, the animated videos also intend to educate viewers about mental health symptoms. It also leads viewers to MindNation’s mental wellness services.

Cat Triviño, co-founder, chief product, and data officer at MindNation, commented, “At MindNation, our core mission has always been to build happier and healthier communities not only through accessible care but also by empowering them to live their best lives. We believe that the most impactful change often starts with the smallest steps, like taking a pause.”

“Through ‘Learn to Pause’, we’re grateful to have found a like-minded partner in Dentsu Philippines, who shares our vision of making mental health support accessible and stigma-free,” Triviño added.

Jerry Hizon, chief creative officer at Dentsu Creative Philippines, said, “Social media is a constant presence in our lives, so it’s vital that we also harness its power to promote mental wellness, especially in the Philippines, where conversations around mental health are still evolving. Our team designed each piece and strategically worked with the algorithm to insert micro-moments of calm, reflection, and, ultimately, healing into people’s feeds.”

“Bringing this idea to life took four years of persistence, setbacks, and challenges, but the team never gave up on it. Hopefully, these little pauses will empower users and scrollers to take the first step towards mental health care,” Hizon added.

Southeast Asia – Dentsu has forged a partnership with Flipkart Commerce Cloud (FCC), the technology solutions arm of e-commerce marketplace Flipkart. The collaboration aims to revolutionise retail media networks for digital and omnichannel retailers in Southeast Asia and Hong Kong.

The partnership will see Dentsu incorporating Flipkart’s retail technology solutions into its integrated media, data, and creatives. It aims to help retailers enhance their retail media network strategies across seven markets.

FCC’s Retail Media Solution is available for retailers through their digital sites and app assets. Its suite of tech tools allows retailers and advertisers to create manage, and optimise ad campaigns.

The user-friendly, self-serve platform offers various advertising formats, retail-centric reporting, intuitive campaign creation, and measurement tools among others.

Praveen SNSS, senior director, Flipkart Commerce Cloud, said, “Our collaboration with dentsu marks a significant step in strengthening FCC’s Retail Media Solutions. As a strategic partner, dentsu brings deep expertise in media, data, and advertising, which aligns seamlessly with our mission to empower retailers with cutting-edge monetization capabilities. With FCC’s robust commerce technology and dentsu’s strategic vision and global reach, we aim to help retailers unlock new revenue streams, enhance shopper engagement, and drive measurable business outcomes.”

“Our unique partnership with FCC, the only joint offering of its kind in the region, marries the best in Retail Media Network with dentsu’s world-class integrated capabilities to offer a differentiated data- and tech-based solution that will truly drive scalable and connected growth for retailers in Southeast Asia and Hong Kong. As one of the leading e-commerce providers in India, FCC is our trusted partner to bring this never-before offering together to this region,” Prakash Kamdar, CEO, client & solutions, SEA, dentsu, and CEO, Singapore, dentsu, commented.

India – Dentsu South Asia has strengthened its leadership team as part of its integrated growth strategy, appointing Amit Wadhwa as CEO of Dentsu Creative & Media Brands for South Asia and Anita Kotwani as chief client officer for South Asia.

In his expanded remit, Wadhwa will oversee Dentsu’s creative and media practices across South Asia, driving closer collaboration among the network’s three creative agencies—Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR—and its five media brands: Carat, dentsu X, iProspect, Posterscope, and Sokrati.

Wadhwa’s key focus will be to dismantle silos and foster a unified operating model that aligns creative and media as a cohesive, integrated force.

“This level of integration hasn’t been done in a long time, giving us the opportunity to shape a new way forward. Success isn’t about a single idea or individual – it happens when the right people collaborate, take ownership, and act with intent. That mindset is what’s driving the next phase of growth at dentsu South Asia,” Wadhwa stated.

“For years, Media and Creative have been distinct powerhouses, each delivering impact in their own way. But the future demands integration, not silos. We are bringing them together – not just for efficiency, but to create a more connected, agile, and strategic approach to solving challenges. 2024 laid the foundation for dentsu; 2025 is about momentum – bigger ideas, faster execution, and smarter impact. With some of the brightest minds in the industry, I’m excited for what’s next,” he further emphasised.

Meanwhile, Kotwani will lead client-centric strategies aimed at deepening partnerships and aligning solutions with rapidly evolving business needs. As chief client officer for Dentsu South Asia, she will drive transformative growth by embedding client-first thinking into every strategic decision.

She will oversee integrated client teams across creative, media, and CXM while also expanding the network’s footprint in high-growth areas such as business transformation (BX), retail, and commerce. Her focus will be on delivering tailored, high-impact solutions by leveraging network-wide expertise, advanced technology, and strategic partnerships.

Kotwani commented, “Clients power everything we do. This role is about creating high-impact partnerships by understanding their challenges and delivering solutions that generate measurable business growth. My focus is on accelerating their success through integrated capabilities, tailored strategies, and seamless execution. We are leveraging dentsu’s full ecosystem to create market-leading solutions that enable brands to scale, adapt, and lead with confidence.”

She added, “With extensive experience in building enduring client relationships and shaping large-scale media and marketing initiatives, I am committed to delivering long-term value. We are bringing together expertise, innovation, and deep market insights to help businesses unlock new opportunities, strengthen brand positioning, and create exponential impact. This is about setting new benchmarks for growth and ensuring our clients stay ahead in an ever-evolving market.”

This strategic leadership realignment reinforces Dentsu’s commitment to delivering seamless, insight-led solutions under a unified vision. Both Wadhwa and Kotwani will report jointly to Harsha Razdan, CEO for South Asia, and Prerna Mehrotra, CCO and CEO of Media for APAC.

Razdan said, “Marketing today is more complex than ever, but complexity shouldn’t slow businesses down. At dentsu, we’re making it simpler, smarter, and more human. Our ‘One dentsu’ model brings together media, creative, technology, and customer experience to solve real business challenges. Impact comes from both integration and transformation.”

“Amit will drive powerful ideas that break silos and unlock new possibilities, while Anita will deepen client partnerships to ensure our strategies create measurable growth. Together, they will lead people-centered transformations, helping brands navigate change with clarity, confidence, and results. This is ‘Innovating to Impact’ in action – marketing built for the future, today,” he added.

London – Heineken has extended its global media partnership with Dentsu through a new two-year contract, continuing their eight-year collaboration with the network.

Backed by a significant media investment, the extended contract will allow Dentsu to represent Heineken across 100 markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.

Selected as Heineken’s global media partner in 2016, Dentsu solidified its role after the 2021 media consolidation. It has since driven Heineken’s digital transformation, leveraging data and technology to make digital central to its global media strategy.

Heineken has implemented new operating models to enhance its global reach and strengthen consumer connections. Dentsu will support Heineken’s evolving consumer experience strategy in the algorithmic era and assist in launching a digital-focused media value proposition.

“We’ve enjoyed a deepening relationship with dentsu over the last several years, as HEINEKEN’s approach to global media has evolved, bringing innovation and new ideas to support our global growth,” said Olya Dyachuk, global media & data director at Heineken. 

“As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance, and stand out from the pack will be critical, and we’re proud to continue our partnership with dentsu on this journey,” Dyachuk added. 

Initially focused on media support, Dentsu’s services for Heineken have expanded to include CX production and creative support, meeting the needs of Heineken’s local and regional teams worldwide.

Will Swayne, global practice president—media at Dentsu, said, “This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership that has been marked by delivering outcomes, innovation, and collaboration between our combined teams and partners.” 

“We have always driven one another to find new areas of differentiation and distinctiveness while adapting to the seismic changes that have taken place across audiences, ultimately helping to support HEINEKEN’s global ambitions. When I talk to people about dentsu’s client promise of innovating to impact, our journey with HEINEKEN is always front of mind, and we’re looking forward to taking it to a new level,” he added.

Indonesia – Dentsu Indonesia and Samsonite have teamed up to launch ‘Scholar Panel,’ a noise-reducing solution made from recycled luggage waste to combat aircraft noise pollution in schools near Soekarno-Hatta Airport.

The Scholar Panel initiative is part of Samsonite’s annual trade-in program, developed in partnership with Kamal 09 Elementary School to repurpose discarded suitcases that would otherwise end up in landfills. Schools near Indonesia’s airports often experience noise levels exceeding WHO safety standards, posing risks of hearing loss and long-term health issues for students.

The Scholar Panel consists of noise-deflection panels made from over 2,000 discarded suitcases. Each panel is constructed with layered materials, including 2 cm-thick recycled luggage panels, a glass fibre-reinforced concrete board, and a steel frame. Positioned at a 30° angle, the panels help redirect aircraft noise from planes flying at 6–7.5°, reducing classroom noise levels by up to 40 dB.

The design and installation of these panels were guided by extensive research in collaboration with architects and acoustic consultants to maximise noise reduction and improve the learning environment for students.

Aldila Adininggar, senior marketing communications manager at Samsonite Indonesia, commented, “At Samsonite, we believe travel should not only bring comfort but also create a positive impact. Partnering with Dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution. Their expertise in concept and execution has been instrumental in bringing Scholar Panel to life.”

“This initiative goes beyond upcycling—it’s a testament to our commitment to sustainability and innovation, turning our trade-in program into a force for real change in communities,” Adininggar added.

Dentsu Indonesia led the development of the Scholar Panel initiative, overseeing research, design, execution, and communication strategies to support its implementation.

Since its implementation, Scholar Panel has been installed in schools serving over 2,500 students and has drawn attention from both the public and government. The Indonesian government has since committed to expanding the initiative to more schools in Jakarta and across the country. The project has also received industry recognition and media coverage, generating 975 million IDR in PR value and 101 million impressions.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, shared, “Scholar Panel is a testament to the power of creative problem-solving and collaboration. Our team immersed themselves in understanding the challenge—conducting on-ground research and analysing acoustic data to uncover the best possible approach. Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite’s discarded luggage but also effectively mitigates noise pollution. It’s a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students.”

Singapore – Ad spend across the Asia Pacific region is projected to rise by 5.8% in 2025, outpacing both global GDP and ad investment forecasts, while EMEA and the Americas are set for slower growth, according to a report by Dentsu.

The report revealed a slight acceleration in APAC ad spend, rising from a 5.4% growth rate in 2024. This momentum is fueled by the region’s expanding digital landscape, with Southeast Asia emerging as a key driver. SEA is set to outpace the rest of APAC, with ad spend projected to grow by 6.8%—more than double its 2024 growth rate.

The report further highlighted that while India (6.5%) and China (4.5%) will see slower growth in 2025, key markets like the Philippines (15.4%) and Malaysia (5.1%) are set to perform strongly. Meanwhile, Australia is set for a steady 3.8% rise in ad spend, driven by its digital-first market.

Prerna Mehrotra, chief client officer and practice president of media at dentsu APAC, explained, “Two engines of growth, the dynamism of China and India and the unrelenting modernisation of Southeast Asia, are driving the region’s robust advertising investment. Amidst diverse market development profiles, one constant stands true: digital dominance. As it barrels towards digital maturity, the APAC region will shape the momentum of connected commerce, retail media, and AI-powered programmatic. Brands that master the balance between automation and strategic oversight will be the ones to lead the next wave of innovation.”

Matt Farrington, president of investment & trading at Dentsu APAC, added, “We are seeing a rapid transformation of Asia-Pacific’s advertising landscape and a shift in the platforms advertisers are choosing to invest in. This is reflected through growing ad spends year-on-year, with Southeast Asia emerging as a sub-regional powerhouse, outpacing other parts of the region. The greatest growth is coming through continued spend migration into digital and connected media, which now accounts for 70% of the total spend across Asia-Pacific.” 

The report also highlighted the ongoing disruption in search and retail media, which is expected to grow at a 10% CAGR through 2031, driven by e-commerce giants like Tmall, Shopee, Lazada, and Flipkart.

Dentsu reports that India is experiencing an ad boom, with digital media ad spend set to grow by 20% in 2025—three times the industry’s overall growth rate. In China, ad spend across the “Big 6” platforms—Tencent, ByteDance, Baidu, Alibaba, Douyin/TikTok, and Xiaohongshu—is also expected to rise by 6.7% year-over-year, with Douyin/TikTok leading at 11%. These platforms continue to dominate the market, driven by AI-powered media buying.

“Brands are increasingly turning to mega-app environments—think Douyin/TikTok, Xiahongshu, and the Meta family of apps—that cater to all moments of the customer journey and that are completely reshaping how customers discover, search, and purchase,” Farrington explained. 

“Additionally, brands are seeing more opportunity in retail media to unlock new, commerce-driven solutions. This is particularly prevalent in the largest and fastest-growing markets, such as India, China, and Southeast Asia, where we continue to see a proliferation of retailers becoming ad networks in their own right,” he added.

Dentsu also highlighted Australia’s ongoing digital ad growth, with video ad spend expected to rise 8.7% year-on-year, driven by key events like the 2025 national elections.

“Australia is facing slower growth relative to its regional peers but is still positioned for a modest 3.7% increase in spend, driven by the accelerated digitisation of channels such as TV, OOH, and audio,” Farrington said. 

New York, USA – Dentsu, in partnership with Adobe, have announced Adobe GenStudio dentsu+, a generative AI-powered, integrated marketing ecosystem for brands. The culmination of a decade-long relationship, Adobe GenStudio dentsu+ combines Adobe’s latest Content Supply Chain solution suite, GenStudio, with the power of dentsu’s proprietary integrated services, technology and audience intelligence. 

Underpinned by dentsu’s Merkury, the offering gives marketers the power to efficiently reach and engage audiences in a highly scaled and personalissed manner, driving more in-the-moment experiences and bringing consumers even closer to the brand.

Adobe’s GenStudio solution brings together applications across Adobe Experience Cloud and Adobe Creative Cloud—including Adobe Experience Manager, Adobe Express, Adobe GenStudio for Performance Marketing and Adobe Workfront, as well as on-brand generative AI capabilities with Firefly Services and Custom Models—all into one combined ecosystem for helping brands plan, create, manage, activate and measure content at scale. 

The solution enables marketing teams to create the experiences required to drive impactful, personalised marketing campaigns. By integrating with dentsu’s own audience intelligence, creative insights and translation capabilities, Adobe GenStudio dentsu+ enhances Adobe’s suite of services to deliver impactful experiences for clients.

Adobe GenStudio dentsu+ also delivers on the combined power of creative, production, media, and digital experience, leveraging dentsu’s unique Merkury data sources. The solution sets a new benchmark for how marketers can fully utilise Adobe, while effectively targeting millions of customers and prospects in a way that speaks to them individually—not only delivering on customer expectations but also bringing them closer to the brand through each interaction. 

In addition, marketers can now gain a single view across campaign management, content supply chain, and identity mapping, underpinned by dentsu proprietary AI solutions, creating opportunity to lower waste, increase efficiency, and drive engagement.

Abbey Klaassen, global brand president at Dentsu Creative & CEO and Dentsu Creative US, said, “Adobe GenStudio dentsu+ is a direct response to CMOs demanding holistic marketing platforms to drive new growth and provides integrated marketing technology and services that can supercharge business transformation.”

She added, “It’s testament to dentsu’s deep relationship with Adobe that we’ll be able to bring this industry-first solution to market to enable brands to stand out from the sea of sameness and build a competitive advantage. As one of the first users ourselves, we’re already seeing synergies created with our other products and services, and expect clients will have the same experience, finding opportunities both for their in-house teams and their work with their agencies.”

Meanwhile, Brent Rudewick, vice president for Adobe GenStudio and Workfront at Adobe, commented, “Marketers are operating in an environment now where the need for personalised and performant content is outstripping available resources, a challenge that Adobe GenStudio addresses by optimizing a brand’s content supply chain.”

He added, “Adobe and dentsu have a longstanding partnership that focuses on delivering tailored solutions for brands. Now, combining GenStudio with dentsu’s audience intelligence and consultancy, we have the opportunity to activate generative AI for different teams, reshape longstanding workflows around content production and deliver on-brand performance at scale.”

Lastly, Shirli Zelcer, chief data and technology officer at dentsu, stated, “Bringing together these innovative capabilities for the first time creates total business impact for our clients. What we have built alongside Adobe is an adaptive, end-to-end content supply chain solution, in which we can create always-on, always-ready experiences with the least amount of waste.”

She added, “Brands no longer have to try and piece together disparate systems and data—they can do it all in one place. Adobe GenStudio dentsu+ will not only drive better outcomes, but it will save time and add scale to marketing teams already under considerable pressure.”

Kuala Lumpur, Malaysia – Dentsu has appointed Uday Desai to drive the evolution of its creative business in his role as managing director of creative at dentsu Malaysia. With over 20 years of experience in shaping brands across APAC, MENA, and India, Uday is an industry veteran with a laser-focus on people-centricity. 

He joins dentsu with extensive client experience across major agency groups, having driven transformation through integrated strategies for global brands across multiple regions and sectors, including automotive.

Speaking on the new role, Desai said, “Two key dentsu principles truly resonate with me: the philosophy of ‘Innovating to Impact’ and our unwavering approach to solving business challenges as One Dentsu. Along with the exceptional talent and cutting-edge tools that we have within our powerhouse, we are an unstoppable force of creativity and innovation. I am thrilled to be part of a team that is not only redefining creativity but also driving meaningful outcomes for our clients and the community.”

Meanwhile, Audrey Chong, CEO at dentsu Malaysia, commented, “Creativity and innovation are cornerstones of our dentsu heritage that is ingrained in how we deliver world-class brand journeys for our clients in Malaysia.”

She added, “As we continue to push the boundaries of excellence as a creative powerhouse, I am excited for Uday to take his extensive experience and passion for innovation, and people-centric leadership in reimagining brand transformations for our clients, as he takes the helm of our creative business.”

Singapore – dentsu Singapore, a digital marketing communications company, has appointed Rahul Thappa as managing director of customer experience management (CXM) and media to strengthen its adtech and martech offerings. The appointment is effective immediately.

With his expertise in customer analytics, adtech, and martech, Thappa has been deemed a veteran with over 20 years of experience in the media industry. He has previously led innovation in pay-TV platforms, marketing agencies, and content companies.

Having focused on the markets of Malaysia and Singapore for digital transformation, Thappa also showcases a deep understanding of brands’ needs in the region.

Prakash Kamdar, chief executive officer of dentsu Singapore and dentsu’s clients & solutions in Southeast Asia, commented, “We embarked on our integration journey at dentsu Singapore five years ago so that we can truly serve our clients with seamless streamlined offerings, efficiently and effectively. With the sharp acceleration of digital transformation in recent years, the convergence of our martech and adtech solutions will now continue to set us apart with clients seeking to optimise their investments in building consistent and connected customer journeys.”

“Rahul’s strong track record in both fields, coupled with his intimate appreciation of the landscape in our region, will serve to bring out the best synergies of our offerings to further drive business growth and excellence for our clients,” Kamdar added.

Thappa commented, “As digital marketing evolves at an unprecedented pace, it’s clear that adtech and martech need to work together seamlessly to deliver truly innovative solutions. This isn’t about choosing one over the other – it’s about integration and collaboration. Dentsu Singapore has always led the way with its unified approach, and as we further harmonise and align our CXM and Media solutions, we’re making it even easier for clients to navigate complexity. This means creating end-to-end experiences that are powered by data, driven by creativity, rooted in insights, and enabled by cutting-edge technology.”

“I’m thrilled to join this award-winning team and lead a group of talented professionals whose passion and expertise consistently push boundaries. I’m equally excited to collaborate with accomplished peers and contribute to a culture that drives innovation and excellence,” Thappa said.

India – dentsu India has promoted Imtiyaz Vilatra to the role of chief executive officer of Posterscope India.

In his new role, Vilatra is in charge of enhancing Posterscope’s offerings in both digital and intelligent out-of-home (OOH) campaigns, focusing on providing data-driven outcomes for clients.

Vilatra brings over 25 years of experience to the company, particularly in driving innovative OOH campaigns. At Posterscope, he aims to integrate augmented reality, artificial intelligence, and 4D experiences into campaigns to meet client needs.

Additionally, Vilatra aims to expand Posterscope’s reach, making an effort to establish its position as a leader in traditional and digital OOH.

Harsha Razdan, chief executive officer of South Asia at dentsu said, “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and Below-The-Line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities.”

“I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate,” Razdan added.

Anita Kotwani, chief executive officer of media in South Asia at dentsu, added, “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘OneDentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

“The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences. Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalization, and an integrated, ROI-focused approach,” Vilatra commented.