Madison World has announced the appointment of Vivek Das as its Chief Digital Officer (CDO) to drive the group’s next phase of digital and AI-led growth. With over two decades of experience across digital transformation, technology integration, and marketing strategy, Das will be responsible for accelerating Madison’s shift toward an AI-first, data-driven operating model that aligns creativity with measurable business outcomes.
The appointment marks a strategic move by Madison World as it continues to adapt to rapid technological changes in the marketing and advertising ecosystem. The company, one of India’s largest homegrown communications groups, aims to enhance its digital capabilities across performance marketing, programmatic advertising, analytics, and generative AI integration under Das’s leadership.
Announcing his appointment, Madison World stated that Vivek Das will oversee the group’s digital roadmap and ensure seamless integration of AI tools across its service verticals, including Madison Media, Madison Digital, and Madison PR. His focus will be on building advanced marketing intelligence frameworks, modernizing digital operations, and expanding the agency’s innovation footprint in the AI economy.
Das joins Madison World with a rich background in media, technology, and advertising. Before taking on this role, he served in leadership positions at several prominent firms where he was instrumental in implementing digital transformation strategies, building marketing automation systems, and scaling performance-driven campaigns. His appointment comes at a time when the advertising industry is increasingly pivoting toward machine learning and predictive analytics to optimize campaigns and enhance personalization.
Commenting on his new role, Vivek Das said, “Madison World has a long-standing reputation for creative excellence and strategic innovation. As the industry undergoes an AI-led transformation, our goal will be to integrate intelligent automation, analytics, and storytelling to deliver high-impact results for clients. The focus is not just on adopting new technologies but on creating a culture of data-informed creativity.”
Madison World’s Chairman and Managing Director, Sam Balsara, welcomed Das, emphasizing his ability to lead the agency’s digital evolution. “We are delighted to have Vivek on board at a time when the marketing landscape is evolving rapidly. His experience in digital ecosystems and AI-driven business models will help Madison stay ahead of the curve and strengthen our client value proposition,” he said.
Driving AI-First and Digital-First Growth
Das’s appointment comes as the Indian marketing industry undergoes significant transformation, driven by the adoption of AI in campaign planning, content creation, and consumer analytics. Madison World, which manages media and creative mandates for some of India’s top brands, is investing heavily in technology and data infrastructure to ensure its teams can deliver precision-led marketing outcomes.
Under Das’s leadership, Madison Digital is expected to explore the development of proprietary AI models for campaign optimization and audience engagement. Industry experts suggest that the agency’s focus will likely include expanding automation capabilities across planning, real-time bidding, and reporting systems.
In recent years, Madison has successfully combined creative strategy with technology to stay relevant in an increasingly complex media environment. The addition of an experienced digital transformation leader like Das signals the group’s intent to accelerate innovation and strengthen its position as a leading full-service marketing agency in India.
Industry Context and Impact
Vivek Das’s appointment reflects a growing trend in India’s advertising sector, where agencies are building hybrid leadership models that combine creative and technological expertise. As AI tools become integral to marketing operations, roles such as Chief Digital Officer have evolved from overseeing digital campaigns to architecting entire business systems around data and automation.
Experts note that Madison’s move aligns with broader shifts in global advertising, where technology integration is viewed as essential to achieving scalability, efficiency, and personalization at scale. With the rise of generative AI tools, agencies are now rethinking traditional campaign workflows, allowing brands to test, iterate, and personalize messaging faster than ever before.
According to a 2025 report by Dentsu, India’s digital advertising market is projected to surpass Rs 55,000 crore, with AI-led targeting and automation accounting for a growing share of media spends. For Madison World, this expansion offers an opportunity to deepen its technological infrastructure while maintaining its creative legacy.
Das’s appointment also signals a commitment to nurturing digital talent within Madison. Sources indicate that part of his mandate will involve building cross-functional teams that bring together data scientists, content strategists, and AI engineers to create more adaptive, insight-driven marketing solutions.
The Road Ahead for Madison World
Madison World, founded by Sam Balsara in 1988, has evolved into a diversified communications group with over 25 business units spanning media, creative, PR, out-of-home, and digital. The company serves clients across sectors including FMCG, e-commerce, automotive, and financial services. With the digital economy becoming central to business growth, Madison’s new leadership direction underscores its ambition to bridge creative strategy with technology-led innovation.
The agency has been investing in advanced data analytics, AI-based ad optimization, and integrated dashboards for real-time performance measurement. Under Vivek Das’s leadership, it is expected to expand these efforts, particularly in areas such as AI-driven media planning, consumer sentiment mapping, and immersive digital experiences.
As Madison World continues to modernize its approach, the appointment of Vivek Das as CDO represents a key step in transforming the agency into a future-ready organization equipped to deliver data-led creativity and measurable business impact. His experience and leadership are expected to strengthen the group’s competitiveness in a fast-evolving industry landscape where agility, innovation, and accountability define success.
With this move, Madison World joins the ranks of major global agencies making AI a central part of their business strategy, underscoring how India’s advertising ecosystem is entering a new phase of tech-enabled transformation.