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Interview: Dheeraj Sinha, CEO, South Asia, Leo Burnett, And Chairman, BBH India

Interview: Dheeraj Sinha, CEO, South Asia, Leo Burnett, And Chairman, BBH India

The pandemic has transformed the way brands and agencies work together, with more focus now on driving concrete business outcomes. Dheeraj Sinha, CEO and chief strategy officer, South Asia at Leo Burnett and chairman, BBH India, tells Christina Moniz about what helped the agency grab plum new-age accounts and more. Excerpts:

Leo Burnett India got off to a good start in 2022, winning businesses such as Meta and LinkedIn. Are you consciously wooing more of what they call new-age brands?

We set a vision for ourselves about four years ago to become the country’s leading new-age agency and the great start we have gotten off to in 2022 has been the result of these efforts. We have had over 20 account wins in the first quarter alone. This new positioning has made us the go-to agency for new-age, digital economy brands, which is clear from the mandates we have won recently. About 30% of our revenues today are from new-age brands. Some of our big wins have been Meta, LinkedIn, Etsy, Force Motors and Sleepyhead. Additionally, we work with several other digital-first brands such as Spotify, PhonePe and CarDekho. Given the great start we have had, we expect CY22 to be a year of good, double digit growth. Despite the pandemic, we crossed our 2019 numbers and saw double digit growth in CY21.

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How has the client mandate evolved in the post-pandemic world? 

Most clients are coming to us today with a business opportunity or problem, or to understand how best they can achieve a defined business objective. Brands are no longer coming to us purely for a campaign or a communication task but rather seek integrated solutions to drive a business outcome. That’s why almost 70% of the mandates we are winning are integrated mandates. As an agency, we now offer expertise spanning content,…

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