Dentsu India has launched Dentsu Performance Studio, a new practice designed to integrate creative strategy, AI-enabled production, performance media and measurement into a single performance-led system.
The practice is built around dentsu’s ‘Performance Marketing 3.0’ approach, which connects creative, production, media and measurement with defined business outcomes. Its operating model, ‘Results in a Box’, is designed to take brands from business objectives to strategy, creative development, media execution and measurement through one integrated framework.
At the heart of the new practice is a 3,000 sq. ft. production studio in Bengaluru, which will create static advertising assets, AI-generated videos, brand assets and platform-specific content for digital and performance marketing channels.
Dentsu Performance Studio will also use brand data and campaign performance insights to inform creative development. The model is designed to enable brands to continuously optimise and adapt creative assets based on performance feedback.
The practice will be led by Vidhu Ravinath and Archisman Sarangi, who have been appointed vice presidents and business heads. Their responsibilities will span performance media, creative strategy and AI-enabled production.
As it scales its performance creative capabilities, Dentsu Performance Studio has set an internal ambition of producing more than 1,000 assets every month.
Abhirup Datta, CEO, performance practice media solutions, dentsu India, and CEO, Sokrati India, said performance marketing is entering a new phase where creative, media and measurement need to work together to deliver business 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,” he said.
Datta added that performance creative would enable brands to continuously learn, adapt and scale, with Dentsu Performance Studio bringing
