The interview was originally published in ADgully.

As CEO of Dentsu Creative for South Asia, Amit Wadhwa has been at the helm of one of the most dynamic agencies in the region, steering it through rapid growth and innovative transformations. Under his leadership, Dentsu Creative India has embraced a ‘Digital Plus-Plus’ approach, expanded its reach in key markets, particularly in South India, and integrated creative and media solutions to deliver impactful results. In this exclusive conversation with Adgully, Wadhwa shares the strategies behind Dentsu’s continued success, the role of innovation, and how the agency is staying ahead in a fast-evolving landscape. He emphazises that Dentsu Creative is not a traditional agency by any means. “We’re not just a creative agency, but a full-service solution provider,” he asserts. Excerpts:

Dentsu creative India has been expanding its footprint across diverse markets. So could you share some of the key strategies driving this growth, especially in emerging regions?

We're continuously evolving while also maintaining the regular agency work. For instance, we’ve always been a digital-first agency. If you look at the agencies within our network—Consult, Isobar, and Webchutney—we’ve always had a digital-first approach. However, we haven't limited ourselves to just digital advertising. We've been expanding in various areas such as creative tech, social media, UI/UX, ORM (Online Reputation Management), influencer marketing, and digital video. This ‘digital plus-plus’ strategy is a key growth area for us. In fact, that segment of our business is growing at over 20%, making it one of the fastest-growing units within Dentsu Creative. And we're not stopping there. We're continually investing in the future, exploring new opportunities in the digital space.

Another critical focus for us is the southern market. While many brands have moved away from the South, we’ve remained committed. We have strong operations in Bangalore, Chennai, Kochi, and even a smaller presence in Hyderabad. Our southern operations, with over 150 to 200 people, are not just a significant revenue driver but also allow us to work with national brands that have a southern focus. Southern markets are critical for national brands, especially banks, and most national agencies don’t give this region the attention it deserves. We've been able to grow new business and expand existing relationships in the South, making it a key area of growth.

In addition, creative and media integration has been a big focus for us in 2024. We don't just talk about integration—we practice it. Our integrated client base has grown significantly this year. We're not just a creative agency anymore; we’re evolving into a fully integrated agency, working closely across media, creative, and CX (customer experience). This integration has strengthened our client relationships, leading to deeper connections and higher revenue.

Lastly, our core focus continues to be on growing existing businesses and winning new ones. For instance, our top 20 growth accounts have grown organically by 26% in 2024 alone. On the new business front, we've won around 52 new accounts in the first nine months of the year. So when you look at our strategy, the key focus areas are: expanding into new areas like digital plus-plus, our strong presence in the southern market, integrated media and creative solutions, and growing both existing and new businesses.

 What new creative or digital innovations can we expect from this Dentsu creative isobar and Web chutney under your leadership?

 Every year, we keep pushing the boundaries with new innovations, and you may have seen some of them at Cannes. For example, our work on the Unfiltered History Tour, the Everything Book, and this year’s Deep Connect campaign for Motorola are just a few of the innovations we're proud of. There are many more in the pipeline.

In addition to these high-profile projects, we continuously deliver multiple innovations for our clients, even if they don’t always get as much attention. These might not be as widely discussed, but they deliver exceptional results for the brands we work with. We’ve been driving significant innovation in the creative tech space, and we’re always exploring new opportunities and areas for growth.

As a business, we’re constantly looking at how the market is evolving and how the media landscape is shifting, ensuring we adapt and innovate accordingly. You’ll continue to see us introduce creative tech innovations alongside new business strategies, as both are critical to our success.

 So Dentsu Creative is committed to delivering business transformation through creativity. So could you elaborate on how you are ensuring measurable impact for your clients through creative solutions?

 What we use as a philosophy is Innovating to impact. And this is not just a phrase; this is a phrase which has a very strong meaning to it.

So innovation, I think, is very important. Like I said, innovation could be data tech innovation. Innovation could be innovating the way you communicate, innovating the media landscape, innovating the businesses that we are in.

So I think innovations will remain. The heart of Dentsu has always been, if you look at the history globally, also of Dentsu, and if you look at the history of Dentsu, even in India, innovation has been the key. I think the first possible company to really venture so strongly into digital, to do creative tech in a big way and, you know, win it when I can because of creative tech, etc.

 And so, and now, even now, there are newer areas that we are venturing into and new solutions that we give to. So we call ourselves the new agency for a reason.

We're not just discussing a new era; we are actively delivering it every day. Therefore, innovation is crucial. However, innovation solely for the sake of being innovative is not sufficient.

"Making an impact is essential. Whether it's achieving business results, influencing consumers, or driving higher engagement and conversions, the impact aspect is vital for us. This is where Dentsu's strengths come into play. Our focus on 'Innovating to Impact' has been a key part of our approach.

 Dentsu Creative offers integrated services to meet the evolving needs of clients. So how do you balance creativity, technology and consulting to deliver holistic solutions?

 I don't think anything can live in isolation in today's day and age. If an agency claims to only focus on creative work for specific mediums, without embracing technology, digital, media understanding, or customer experience, then we're fooling ourselves. It's like living in a cocoon.

To truly make an impact, you have to be a fully integrated player— and that’s what we are becoming. We are an agency that thrives on great ideas, but these ideas are backed by strong data integration, brought to life through innovative technology, and delivered effectively through robust media and customer experiences.

The holistic nature of this approach is what makes it so powerful, and it's one of the reasons why we've seen significant growth in integrated accounts within Dentsu this year. For many of our clients, we’ve expanded from handling just creative to also managing their media, and vice versa.

The strength of Dentsu lies in being truly integrated and delivering on that promise.

 In such a rapidly changing market, how do you ensure that your services stay aligned with the latest trends and client demands?

 In today's fast-paced world, it's essential to stay in tune with the times. At a leadership level, we have to remain committed to continuously evolving and transforming. This requires ongoing investment in the newer aspects of the business. As I mentioned earlier, we've made significant investments in digital agencies, and we continue to invest in emerging areas like UI/UX, ORM, influencer marketing, and video production for content. One notable acquisition is TAG, which has been a huge global asset for Dentsu and is particularly strong in India.

Constant evolution is crucial, not just for our business but also for our people. We ensure that we're investing in training our employees to stay updated with these new developments. At the same time, we bring in fresh talent who offer new perspectives, knowledge, and expertise in different domains. Our vision is clear: we will keep evolving with the times, ensuring our people remain in tune, while new hires bring fresh insights.

Regarding Dentsu’s new brand proposition, 'Innovating to Impact,' which emphasizes creating lasting value for clients, employees, and society, I think it's deeply embedded in our strategic initiatives. We aren't content with where we are now. We’re constantly looking at what’s next, both for ourselves and for the brands we work with.

For instance, TAG brings a new dimension to how we serve our clients. We also have partnerships, such as in retail media, which are opening up new opportunities. We're working on creative tech innovations, continuously exploring new ways to push boundaries. We've also formed partnerships with key players to offer our clients fresh methods of communication.

This innovation-driven approach is not just about being cutting-edge; it's about delivering measurable impact for brands. We're very clear that these initiatives aren't just 'nice to have'—they are designed to create tangible benefits for brands and businesses. And, as I’ve mentioned before, we already have several success stories that prove this approach works.

How do you inspire your team to consistently push boundaries and innovate in a way that delivers a positive social impact?

I believe leadership plays a crucial role in setting the direction for our organisation. As a leadership group, we are very clear: we don’t want to be just a data agency or a traditional agency. We want to be a modern agency that evolves with the times. This vision guides everything we do. Our people are being trained and positioned to evolve along with the changing landscape. They are constantly exploring new avenues and embracing new technologies as we progress.

A key aspect of this evolution is the new talent we bring in. We are very intentional about hiring individuals who offer diverse perspectives. Whether they have an edge in technology, data, or consumer insights; these new perspectives help us stay relevant and ahead of the curve in the new domains we enter. This combination—training our current team and bringing in fresh, diverse talent—keeps us on our toes and ensures that we remain agile and future-ready.

As for the trends shaping the Indian marketing and creative industry in the coming years, AI will undoubtedly play a significant role. To deny its impact would be to ignore reality. But it's not about AI replacing humans; rather, it's about enhancing efficiency and producing even better outputs. Human creativity will still be essential for generating ideas and connecting with people emotionally, but creative professionals should leverage AI to their advantage.

Just as technology has already helped us bring ideas to life in more dynamic ways, AI will empower us to craft ideas with greater precision and insight. Beyond AI, advancements in technology overall are making our understanding of consumers richer. With more data available, we can communicate more effectively. This evolution is happening right now, and it will only continue as new tools and technologies emerge.

We also have to recognize that there will always be trends and platforms that we may not foresee right now but will become influential. A few years ago, no one expected influencers to play such a significant role in communication, or that reels and memes would become so dominant. We're already investing in these areas, but we must stay agile to adapt to new trends as they arise. As an agency, it's our responsibility to be at the forefront of these changes, continuously identifying and embracing the next big thing. 

How is Dentsu Creative positioning itself to leverage these trends to continue driving success in both Indian and global markets?

Dentsu Creative positions itself as a new-age, fully integrated agency that continuously evolves to meet the changing needs of consumers and brands. We're not a traditional agency by any means; we pride ourselves on being modern and in tune with how people communicate and behave today. Our approach is comprehensive, covering everything from creative to media and customer experience (CX). This end-to-end capability is what sets us apart—we're not just a creative agency but a full-service solution provider.

Looking ahead to H2 2024, our leadership agenda focuses on delivering exceptional work, strengthening our influence in key areas like digital and tech, and exploring new avenues such as retail media and global content production through ventures like TAG. We have a strong leadership team, including creative and business leaders like Surjo Dutt, Abhijat Bharadwaj, and strategy leaders like Sumeer Mathur, ensuring that we're well-positioned to execute on these priorities. Our recent work—like Deep Connect, Samco, and the Sunrise campaign—showcases our commitment to producing high-quality work that people talk about.

In terms of how we envision our role in the broader marketing, technology, and consulting landscape, we believe no agency can thrive by being just a creative or consulting agency. Agencies need to offer strategic insights and execute them effectively on the ground. At Dentsu Creative, we aim to be true growth partners for our clients, offering them the best solutions across creative, media, and CX. Our goal is to help brands not just survive but thrive in an ever-evolving marketplace.

 How do you plan to sustain the impressive growth seen in 2024, and what are your key focus areas to drive Dentsu Creative forward in 2025?

In 2024, we've seen tremendous growth at Dentsu Creative, thanks to a well-aligned and cohesive team driving in one unified direction. Our efforts have paid off, with significant organic growth from our top 20 brands and some exciting new business wins. Key focus areas, like our South India strategy and Digital Plus offerings, have been particularly fruitful, growing at over 20%. These elements combined have created a thriving environment at Dentsu Creative, where there's a lot of energy and anticipation for what’s next. We're on track to close 2024 on a high and start 2025 even stronger.

Looking ahead to 2025, I have high expectations, including a double-digit growth target. There's no reason why we can't achieve this given the momentum we've built. South India will continue to be a key focus area, not just for southern brands but for national brands needing a distinct voice in the region. Digital Plus services, which have been expanding rapidly, will continue to grow as we explore new areas. Integration across services will also remain a critical priority, ensuring we're offering seamless solutions to our clients. These will be the three major pillars of focus as we move into the next year.