Dentsu India has promoted Abhirup Datta as Chief Executive Officer of Performance Media Solutions. This strategic appointment is in line with the goal to boost agency growth through improved performance marketing. Datta will head Dentsu Performance 2.0-an initiative created to improve the performance marketing capabilities of the Dentsu network and efficiently drive significant sales growth for Sokrati, Dentsu's data-driven marketing platform.

The newly announced Performance 2.0 marks a significant milestone in the advancement of performance marketing-by putting to work through artificial intelligence, advanced data analytics, and automation to achieve transformative results. Given its focus on such, Dentsu reaffirms its stand on the core principle of 'Innovate to Impact' and sets the agency up as a total growth partner that can provide scalable and flexible solutions for regional and global clients alike.

His responsibilities for the company will include several key objectives in sales growth at Sokrati, increasing market presence for the agency, and innovative go-to-market strategies. He will collaborate with Nilesh Gohil, President of Performance Practice and CEO of Sokrati, and report directly to Anita Kotwani, CEO of Media, South Asia.

With over 20 years of experience across sectors like retail, telecom, travel, and media, Abhirup has a proven track record of scaling businesses and driving revenue growth. Previously, he worked at Dentsu in leadership roles for ZEE5, Disney Star, TUI India, HT Media, and Bharti Retail, where he led initiatives related to app growth and revenue.

Says Anita Kotwani, "We are hoping to boost our performance marketing capabilities with Abhirup as our leadership. Performance 2.0 is an expression of the reimagination of what performance solutions can be with the combination of data, analytics, marketplaces, and commerce solutions. We are building something exciting; with us leading, together with Abhirup and Nilesh - we're ready to write a new course for the future of performance marketing in next-gen solutions.

Abhirup is enthusiastic about the new role, "I am incredibly excited to lead Dentsu India's Performance 2.0. This opportunity enables the redefinition of what's possible for brands in this era of AI and data-driven marketing".