Sumit Kohli has been appointed to lead APAC investment strategy at dentsu, bringing over 15 years of experience from Publicis Media, MediaCom, and MEC. His mandate will focus on disciplined, client-first planning, accountability, and outcome-led media investments across the APAC region.
The move reflects a broader shift in the advertising industry where brands are increasingly prioritising performance, ROI, and measurable business outcomes over traditional metrics like reach and impressions. As digital media becomes more fragmented across platforms such as social, CTV, retail media, and programmatic, investment strategy is becoming a critical differentiator for agencies.
For dentsu, this means strengthening its investment approach through data-driven planning, better attribution models, transparent reporting, and continuous optimisation to ensure media spending delivers real business results for clients.
The media industry is moving from media buying to media investment management, where agencies are expected to act as strategic business partners rather than just media planners.
Bottom line: dentsu’s APAC investment leadership move signals a future where accountability, measurement, and ROI-led media strategy will define successful agency-client partnerships.
