Dentsu India has launched Dentsu Performance Studio, a new creative-led performance marketing practice that brings together creative strategy, AI-enabled production, media execution and measurement within a connected operating model.
Based in Bengaluru, the practice is built around what Dentsu describes as "Performance Marketing 3.0". The model is designed to connect creative optimisation, content production, media and campaign measurement, with performance data feeding into the development and adjustment of creative assets.
The launch comes as digital advertising platforms increasingly automate functions such as audience selection, ad placement and media optimisation. Against this backdrop, Dentsu is placing greater emphasis on creative development and the ability to produce and optimise content based on campaign performance.
At the centre of the practice is a 3,000-square-foot production studio in Bengaluru. The facility will support video shoots and content production across formats including static advertising, AI-generated video, brand assets and platform-specific creative.
Dentsu said the studio is targeting a production capacity of more than 1,000 creative assets per month as the practice scales. Performance data will be used to evaluate creative effectiveness and inform subsequent content development, with creative, media and measurement teams operating through a shared system.
The practice will operate through a framework called "Results in a Box", which connects business objectives with creative strategy, production, media execution and measurement. The model is intended to allow brands to produce and optimise content across digital and performance channels while linking creative decisions more closely with campaign data and defined business outcomes.
Vidhu Ravinath and Archisman Sarangi have been appointed Vice Presidents and Business Heads of Dentsu Performance Studio. Their responsibilities will span performance media, creative strategy and AI-enabled production.
Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India and CEO, Sokrati India, said performance marketing is moving towards a model that connects creative, media and measurement rather than treating them as individual services. He added that the new practice is intended to help brands continuously learn, adapt and scale their performance creative efforts.
Ravinath and Sarangi said the studio will operate as an always-on system in which creative decisions are informed by performance data. They also outlined the company's ambition to build a large-scale performance creative production operation capable of delivering more than 1,000 assets each month.
The launch adds to Dentsu's broader efforts to integrate data, AI, technology, media and creative capabilities as automation changes how digital campaigns are planned, produced and optimised.
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