Big Recognition on a Global Platform like Cannes Lions 2019 is a Huge Accomplishment for Dentsu: Ashish Bhasin, DAN
After demonstrating cut-throat dominance in digital, Dentsu Aegis Network is now dominating creative too. Dentsu Webchutney, the creative agency from the Dentsu Aegis Network, has emerged on top of the India tally at Cannes Lions 2019 with 17 shortlists so far. We, at Agency Reporter, spoke to Ashish Bhasin, CEO Greater South and Chairman & CEO Dentsu Aegis Network to hear his overwhelming response on how DAN is steadily becoming a supreme creative powerhouse of the country.
Agency Reporter: With 19 nominations so far, how exactly is the feeling right now?
Ashish Bhasin: We feel great as we already dominated the business scene in India. Our dominance in the digital space has been quite visible, and now in the last couple of years, we have been working to increase our creative quotient. We dominated Abby’s along with Kyoorius and received the highest number of shortlists in Cannes. It obviously feels overwhelming, but the bigger thing is that a digital agency like Webchutney getting so many nominations at Cannes is a sign of time for the agency to come ahead and achieve exceptional things. We as a group have now proven to be digitally ahead and creatively led but more importantly – the distinction between traditional creative agencies and digital creative agencies is going to go away. Three years from now if you are not digital then you are dead. The fact that a digital agency from India has won the maximum number of shortlists shows the sign of Dentsu leading ahead.
AR: Are you hopeful for a big win at Cannes Lions International Festival of Creativity 2019?
AB: Honestly, that doesn’t matter. The fact that we have been recognized on a global level ahead of the old-world traditional agencies, is a big accomplishment for Dentsu. You never know whether you will win or not. However, what is pleasing for me is that we have now started to dominate the creative area not just in India but on a global level for India. That makes me feel very positive.
AR: Is Dentsu Aegis Network steadily becoming the supreme creative powerhouse of the country?
AB: I have no doubt in that. We are the largest digital agency having sturdy digital quotient amongst all the agency groups. I have no doubts that we will be dominating the creative fields in the years to come. Many of the old-world traditional agencies which are now gigantic will start feeling the pressure. Either they will have to increase their level of creativity which is relevant to the digital world or they will start feeling a lot of pressure.
AR: How do you ensure leadership that liberates creativity and accelerates innovation at DAN?
AB: Innovating is integral to what we at Dentsu do, and each of our leaders is focused on that vision. We don’t believe in creativity for the sake of creativity that helps build our best brands. Denstu Aegis Network wasn’t known for being the most creative network in India earlier. Of course, Taproot Denstu being an exception. We weren’t earlier perceived as the most creative a few years ago. And today, I am really happy that we have culminated the creativity in us and have become a leader.