DENTSU'S MARTECH FUTURE

Harsha Razdan, CEO, Dentsu South Asia unveils strategic vision for 2024, emphasising marketing and tech transformation

- Reema Bhaduri

IN 2021, DENTSU Group’s Indian division was hit with a series of departures of senior-level executives, sparking rumours and uncertainty about the fate of agencies and talent within the group. Narayan Devanathan, who had assumed leadership following the departure of several familiar figures, eventually moved on from the organisation.

In May 2023, the agency named Harsha Razdan as the Chief Executive Officer for its South Asia office, filling a position that had remained vacant since September 2021. Moreover, Devanathan also returned to the company in a consulting capacity as the group’s Chief Strategic Advisor.

With these strategic changes, Dentsu South Asia is now seeking to transform itself a marketing and tech-focused consultancy. Through a client-centric approach, focus on collaboration and commitment to technological innovation, Dentsu is aiming to redefine its role in the advertising industry, setting the stage for a transformative future.

BW Businessworld recently caught up Harsha Razdan, CEO of Dentsu South Asia, who discussed, among other things, the strategic vision behind the company’s ‘East Meets East’ strategy, the shift from a traditional advertising agency to a marketing and tech-focused consultancy and the role of marketing and technology in their vision for 2024 and beyond.

The Homecoming