Dentsu India has launched Dentsu Performance Studio, a creative-led performance marketing practice designed to bring creative, media and measurement into one connected model.
The new practice will be led by Vidhu Ravinath and Archisman Sarangi, who have been appointed Vice Presidents and Business Heads of Dentsu Performance Studio.
The launch is built around Dentsu’s ‘Results in a Box’ approach, which aims to move beyond individual services and bring together the capabilities required to deliver defined business outcomes. Performance creative sits at the centre of the model, allowing brands to continuously learn, adapt and scale.
“Performance marketing is entering a new chapter. The winning model will bring creative, media and measurement together to deliver outcomes at scale. With Results in a Box, our commitment is to move beyond selling individual services and bring everything needed to achieve a clearly defined business outcome into one connected model. Performance creative is what makes that outcome repeatable, allowing brands to continuously learn, adapt and scale. Dentsu Performance Studio brings this thinking to life, and the addition of Vidhu Ravinath and Archisman Sarangi, with their strong track records across performance and creative, gives us the leadership to build this next generation of performance marketing for our clients,” said Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India & CEO, Sokrati India.
Ravinath and Sarangi describe the shift as a move from Performance 2.0, centred on playbooks and teams, to Performance 3.0, where creative decisions are continuously informed by performance.
“Performance marketing has changed fundamentally. Performance 2.0 was built around playbooks and teams. Performance 3.0 requires an always-on engine where every creative decision is informed by performance. Dentsu Performance Studio brings creative strategy, AI production and media together on one connected data system. Our ambition is to build India’s largest performance creative factory, delivering more than 1,000 assets every month. But output is not the point. We are building Results in a Box: a connected system that turns creative at scale into measurable business outcomes with the speed, intelligence and scale that performance marketing now demands,” they added.
The practice will therefore combine creative strategy, AI production and media on a connected data system, with the stated ambition of producing more than 1,000 assets a month.
