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Dentsu Impact expands itsCRM and digital Capability

MUMBAI: Dentsu Aegis Network’s full-service creative agency, Dentsu Impact, is expanding its investments and expertise in digital and CRM. This  will be strategically driven by Kartikeya Srivastava, head – planning of Dentsu Impact.

The agency has also roped in Sanjay Pokhriyal as vice president of CRM.

On this new move, Dentsu Impact president Amit Wadhwa says, “If we talk about brand building, digital and CRM are the two most important elements that continue to gain prominence every single day. However, today these two are more often than not discussed more from a technology and process point-of-view rather than brand-out or brand-led. What we at Dentsu Impact would want to do is to seamlessly bind these two elements together along with the brand idea. This is the reason why Kartik, who has been a close partner and has been heading strategic planning for us for a while now, was a natural choice when it came to leading these initiatives and building these capabilities further. We are looking forward to some exciting times ahead.”

Pokhriyal has over 17 years of experience in CRM and has helped run multiple CRM programs and implement CRM strategy customised for brands. He will report to Kartikeya and help in building the CRM division.

Speaking about the new development, Kartikeya Srivastava says, “The new responsibility is exciting and challenging…exciting because creative thinking and creativity can be given a new meaning in an ever evolving data-driven, connected world. Digital and CRM are becoming great enablers in creating unified experiences and finding new ways to build brands. It is also a challenge because it requires change management, breaking of silos and reorienting the way people look at these functions not so much as technology or process led, but rather as brand and experience led.”

Over the past one year, Dentsu Impact had been advancing it digital and CRM capabilities with an idea to create in-house expertise that would help the agency to provide holistic brand solutions to its clients. The agency will also continue to partner and work with other Dentsu Aegis Network digital agencies, depending on client requirements.

On his appointment, Sanjay Pokhriyal states, “Dentsu Impact is the most exciting place to be in as it strives to build capabilities to deliver holistic and consistent brand experience for its partners. I am super excited about my assignment with Dentsu Impact and look forward to doing some path breaking work to deliver a superlative customer experience.”