In a strategic move, Dentsu unveiled its decision to amalgamate iProspect, its media agency, with Sokrati, a data-focused performance marketing firm. This merger is intended to provide an all-encompassing range of services, including holistic performance media marketing and advanced programmatic solutions.

Nilesh Gohil, who previously held the position of Chief Business Officer at Sokrati, has now assumed the role of Chief Executive Officer and President of the Performance Practice. In his new capacity, Gohil will utilise his extensive knowledge in performance marketing, MarTech, and analytics to strengthen the collaboration between the two organisations.

At the same time, Vinod Thadani, who serves as the Chief Growth Officer for Media and is the CEO of iProspect India, will assume the role of leading growth strategies for all media brands in India. Thadani's duties encompass propelling the overall business expansion, further establishing Dentsu as a prominent player in the ever-changing realm of advertising and marketing.