With the economic situation we are in, RoI is a hot topic: Prerna Mehrotra
The CEO-Media APAC & Chief Client Officer of dentsu International spoke to e4m about the performance of the agency in the APAC region and a host of other issues
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Published: Jun 24, 2023 10:26 AM | 1 min read
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In an exclusive interaction with exchange4media, Prerna Mehrotra, CEO - Media APAC & Chief Client Officer, dentsu International, assessed the performance of the agency in the APAC region.
She also spoke about the importance of driving client-centricity and supporting connected capabilities.
Mehrotra shared that the challenge was how to strike a balance between what you need to deliver today as a business and the long-term vision the agency wants to create with the clients for their categories and brands.
She also states that creativity was one of the key drivers of brand growth for all clients and the intent was to strike a balance between delivering the RoI and also supporting the client on constantly creating and being innovative about the use of media and platforms to drive more attentive reach.
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