Dentsu India has launched Dentsu Performance Studio, a performance marketing practice that brings together creative strategy, AI-enabled production, media and measurement.

The practice is built around what Dentsu describes as 'Performance Marketing 3.0', where creative optimisation, content production and media execution operate as a connected process. As platforms increasingly automate audience selection, placement and media optimisation, the model puts greater emphasis on creative as a driver of performance.

The studio will use a model called Results in a Box, which connects business objectives with creative strategy, production, media execution and measurement. It is designed to allow brands to produce and optimise content across digital and performance channels based on campaign data.

At the centre of the practice is a 3,000 sq ft production studio in Bengaluru, equipped for video shoots and content creation. It will produce static ads, AI-generated video, brand assets and platform-specific content.

The studio will also use performance data to assess which creative is working and inform subsequent content development. Creative, media and measurement teams will work through a shared system, with creative adjusted based on campaign performance.

Dentsu said the practice is targeting a production capacity of more than 1,000 assets a month as it scales its performance creative offering.

Vidhu Ravinath and Archisman Sarangi have been appointed as vice presidents and business heads, Dentsu Performance Studio. Their remit spans performance media, creative strategy and AI-enabled production.

Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India & CEO, Sokrati India said, “Performance marketing is entering a new chapter. The winning model will bring creative, media and measurement together to deliver outcomes at scale. With Results in a Box, our commitment is to move beyond selling individual services and bring everything needed to achieve a clearly defined business outcome into one connected model. Performance creative is what makes that outcome repeatable, allowing brands to continuously learn, adapt and scale. Dentsu Performance Studio brings this thinking to life, and the addition of Vidhu Ravinath and Archisman Sarangi, with their strong track records across performance and creative, gives us the leadership to build this next generation of performance marketing for our clients.”

Ravinath and Sarangi added, “Performance marketing has changed fundamentally. Performance 2.0 was built around playbooks and teams. Performance 3.0 requires an always-on engine where every creative decision is informed by performance. Dentsu Performance Studio brings creative strategy, AI production and media together on one connected data system. Our ambition is to build India’s largest performance creative factory, delivering more than 1,000 assets every month. But output is not the point. We are building Results in a Box: a connected system that turns creative at scale into measurable business outcomes with the speed, intelligence and scale that performance marketing now demands.”