Digital transformation really means turning everything upside down and starting almost from scratch
Brazil is Dentsu’s largest market in terms of advertising volume in Latin America. The goal is to strengthen the presence of the business, with an eye on the pipeline opened by connected TV, which is expected to grow 32.2% in 2024, according to the report The pace of progress, by Dentsu Media Trends. The digital era has also brought changes to the agenda with the incorporation of artificial intelligence (AI), adds Argentinian Juan Pedro McCormack, CEO of Dentsu Latam, responsible for global actions involving AI across the agency’s offices. Argentina, Brazil and the United States sign Scrolling therapy, for Eurofarma, which won the Pharma GP at Cannes Lions 2023.
Structure
Today, Dentsu is present in all countries in the region, with its own offices in Argentina, Brazil, Chile, Colombia and Mexico, and via affiliates in all other countries. In addition to the presence of global brands such as Dentsu Creative, Carat, iProspect and DentsuX, we operate in a distinct and robust way in CXM and media using proprietary solutions such as AI Playground Latam and Dentsu Gaming, for example. Our area dedicated to data management and intelligence is headed by Navegg, the data leader in Latin America, which operates in full compliance with data protection laws. We work collaboratively between offices, areas and disciplines, mainly with regional clients, as well as in competitions, to bring out the best that each one does.
Perspective
The year 2023 has been very good for Dentsu in Latin America. We have had an excellent performance in organic growth largely due to the reorganizations we made, such as the launch of Dentsu Creative, the arrival of new local leaders and the implementation of proprietary technology solutions, which not only allowed us to grow with current clients, but also brought new ones, such as the case of LOral, among others.
Growth
Although Dentsu Inc. is a publicly listed company, we cannot open the computed values locally. However, it is a good reference that, currently, 95 of the one hundred largest advertisers in the world are our clients.
Brazil
All of our markets are important and have clear challenges. Brazil plays a fundamental role in our advancement as a region. It is the largest market in terms of advertising volume in Latin America and Dentsu will continue to strengthen its presence in the country. Today, Dentsu in Brazil is led by Tiago Vargas, who continues to play a fundamental role in the evolution of our group in the country, and has my full support.
Integration
With data becoming more sophisticated, communications have the opportunity to truly rely on a unique understanding of audiences and the ability to navigate the media landscape driven by increasingly regulated data and technologies. At Dentsu, because we have agencies with the strongest expertise in media and creativity recognized globally, we have the power to bring together content and narrative in brand building, combined with the precision of performance, data and technology, bringing unparalleled agility, collaboration and innovation at scale. for our customers. I can safely say that Dentsu makes the best use of its technological solutions, whether media or CXM (Customer Experience Management) to talk to this consumer. From our knowledge and strategy in the creation and development of dashboards, webmastering and SEO, the use of artificial intelligence in the back-end, for example, through creativity and even our Attention economy discipline, our people are ready to create the best communication strategy suitable for any changing scenario.
Opportunities
I quote here our most recent proprietary study, Dentsu Media Trends The pace of progress. According to the research, a notable growth of 32.2% in connected TV advertising is expected in 2024, driven mainly by the increase in ad-funded videos on demand (Avod) and free ad-funded streaming channels (Fast), which allow audiences the control to watch streaming and the simplicity to watch open TV for free or at reduced prices.
Read the full interview in the November 13, 2023 edition
