Dentsu Creative's 2024 Wins: Redefining Advertising Through Integration and Innovation

With 52 account wins in the first nine months of 2024, Dentsu Creative CEO Amit Wadhwa reflects on a dynamic year for the agency. While enjoying a grilled sandwich and fries at a recent brunch in Mumbai, he shared his insights into India’s evolving advertising landscape during a discussion on the gaming sector—a far cry from traditional advertising narratives.

The diversity of accounts won by Dentsu this year showcases the agency’s strategic focus on integration and innovation. “We have secured accounts involving digital, influencer marketing, content creation, PR, and creative media,” Wadhwa said, emphasizing that offering a comprehensive mix is key to success. He noted Dentsu India’s “walk the talk” approach to integration, contrasting it with the industry's historical struggles in this area.

A Year of Unique Advertising Opportunities

Indian brands usually ramp up advertising during the IPL and Diwali seasons, but 2024 was different. Events like the Lok Sabha elections, T20 Cricket World Cup, and the Paris Olympics created advertising opportunities throughout the year. However, Wadhwa observed “tapered spending” during the festival season, with auto and e-commerce sectors performing strongly while FMCG saw slower growth.

In addition, a notable shift emerged as younger brands focused on social media virality and banter rather than traditional brand awareness campaigns. Wadhwa cautioned that while social media offers value, it cannot replace long-term brand building, which he believes is crucial for lasting consumer recognition.

Outrageous Creativity and the Changing Landscape

The year also saw bold and unconventional campaigns gaining traction. Wadhwa highlighted the rise of young agencies driving creative innovation, pointing to Boldcare’s provocative campaign featuring Johnny Sins alongside Ranveer Singh as an example of out-of-the-box ideas that resonate with audiences. Yet, he warned of the fine line between “crazy” and “stupid” creativity.

Dentsu Creative’s own standout campaign, “Deep Connect” for Motorola, exemplified the potential of technology-led creative solutions. This initiative enabled miners to use radio signals to connect with their families, showcasing the power of innovative storytelling in addressing real-world problems.

The New Adland Personalities

As the industry evolves, Wadhwa noted the shift from iconic ad personalities to democratized creativity led by influencers, content creators, and tech-driven talent. "It’s not just about one great copy anymore," he said, emphasizing that collaborative creativity now defines success.

Looking ahead, Wadhwa sees complexity as the defining theme for 2025, highlighting the challenge of adapting to a rapidly changing world. Reflecting on his own journey of over two decades in advertising, he admitted it’s tough to change old habits but credited experimentation and embracing new trends for keeping him energized.

Before parting, Wadhwa summed up the state of the industry: “Brands are not paying more for the same work—but they’re investing in different, innovative solutions they believe can deliver real impact.”