'Industry is shifting towards a self-serve digital model'

2023 is the year dentsu India would most like to forget. Besides losing big accounts like Maruti Suzuki and Reckitt to competition, the agency was caught up in a leadership turmoil. Harsha Razdan, CEO, South Asia, dentsu, is working overtime to stabilise the boat. He tells Akanksha Nagar how the agency plans to transition into a consultancy, building on the foundation laid in marketing and technology. Edited excerpts:

- Akanksha Nagar

INTERVIEW: HARSHA RAZDAN, CEO, South Asia, dentsu

How do you see the advertising landscape evolving in 2024? Looking forward to 2024, we anticipate that events such as the IPL and the general elections, coupled with a significant emphasis on media industry intervention in Al, will contribute to an upward trajectory in advertising expenditures. The media industry is progressively shifting towards a self-serve model on the digital front. On the one hand, there is active involvement from the media, on the other, we are enhancing our services to attract more customers. As we approach 2024, it becomes imperative for us to adapt to these changes, taking into account both the cautious market trends and the transformative impact of AI on the media industry.

Two noteworthy aspects will emerge in the new year. First, there is a growing demand for customising media delivery to an individual or cohort level, with clients increasingly seeking highly tailored approaches for specific groups of people.

This trend is expected to gain momentum. Second, the influence of AI is two-fold.