Dentsu India has announced the appointment of Abhirup Datta as chief executive officer for Performance Media Solutions. 

Datta in his new role will lead Dentsu Performance 2.0, enhancing the network's performance marketing capabilities to drive noteworthy sales growth for Sokrati.
 
Dentsu recently launched Performance 2.0 which integrates AI, advanced data analytics, and automation for transformative outcomes. This practice embodies dentsu's commitment to 'Innovate to Impact,' positioning the network as a comprehensive growth partner delivering scalable and flexible solutions for regional and global clients.
 
Abhirup's appointment underscores dentsu's commitment to exceptional client outcomes in performance marketing. His primary focus will be driving sales growth at Sokrati, expanding market presence, delivering innovative go-to-market strategies, and achieving exceptional client growth, in alignment with dentsu’s global vision. 

Datta will report to Anita Kotwani, CEO Dentsu Media, South Asia. 

Kotwani said, “Abhirup's leadership is pivotal as we advance our performance marketing capabilities. Our Performance 2.0 approach reimagines performance solutions, encompassing data, analytics, marketplaces, and commerce solutions for today's dynamic digital landscape. Abhirup's vision ensures we stay ahead. With Abhirup and Nilesh, we're poised to shape the future of performance marketing with innovative solutions.”
 
Datta added, “It’s a truly exciting challenge to lead dentsu India’s Performance 2.0, and I am absolutely excited about this opportunity. Being part of dentsu in this era of AI and data-driven marketing presents a chance to help redefine what’s possible for brands. With Sokrati’s ability to deliver innovative and market-leading solutions, I look forward to closely collaborating with the incredible teams at dentsu and Sokrati to build a new reality for our network and drive even greater client growth.”

In a career spanning over 20 years, he has also worked with Star TV Network and HT Media, among others.