Stories
Dentsu India Launches Performance Studio, Aims for 1,000 Creative Assets Monthly
- •Dentsu India introduces Dentsu Performance Studio, integrating creative, media, production, and measurement into a single operating model for performance marketing.
- •The studio positions itself around "Performance Marketing 3.0," emphasizing creative's role as platforms automate targeting and optimization.
- •It will produce and optimize creative assets continuously, moving away from one-off campaign deliverables, aiming for higher content volume without increased budgets.
- •Operating under a "Results in a Box" model, the studio combines creative strategy, AI-assisted production, and performance media for predefined business outcomes.
- •A 3,000+ sq ft production facility in Bengaluru will support video shoots and large-scale content, targeting over 1,000 assets monthly to become India's largest performance creative factory.
Key Questions Answered
Dentsu India launched Dentsu Performance Studio as a new performance marketing practice that unifies creative, media, production, and measurement under a single operating model. The practice aims to build India's largest performance creative factory, targeting the production of over 1,000 creative assets a month without a corresponding increase in budgets.
Vidhu Ravinath and Archisman Sarangi have been appointed as Vice Presidents and Business Heads of Dentsu Performance Studio. They will oversee the practice across performance media, creative strategy, and AI-led production.
Results in a Box is a connected operating model that combines creative strategy, AI-assisted production, and performance media around predefined business and sales outcomes. It operates using a feedback system powered by campaign and brand data to continuously inform and adjust production based on performance results.
