MAM
By the numbers Project Worldwide tries to solve marketing’s toughest sum
MUMBAI: Marketing has always loved big ideas. Now it is being asked to show its working. Project Worldwide has announced the launch of Math of Marketing, a proprietary intellectual property positioned as a long-term framework to decode marketing effectiveness and measurement in India. Debuting with what the group describes as India’s largest-ever study on marketing ROI, the initiative is designed not as a one-off report, but as a permanent strategic pillar for the network in the region.
The IP arrives at a moment when Indian marketing is wrestling with a familiar contradiction. CMOs are under constant pressure to deliver immediate returns, even as brands acknowledge the need to invest in long-term equity. Math of Marketing sets out to address that tension by creating a structured, evidence-led approach to how success is defined, measured and defended in boardrooms.
According to Project Worldwide global CEO Chris Meyer India represents a critical inflection point. He said the country’s next phase of growth will be unlocked by evidence-based marketing, adding that the new IP is intended to build a rigorous foundation for understanding how brand value and commercial outcomes truly connect in one of the world’s most dynamic markets.
At its core, Math of Marketing focuses on five pressure points shaping modern marketing decisions. These include proprietary metrics that link brand health directly to revenue, frameworks for balancing short-term performance with long-term brand building, and quantifying the ROI of customer marketing and loyalty. The initiative will also track how AI adoption, advanced attribution models and evolving technology stacks are influencing decision-making in 2026, alongside assessing how disciplined Indian organisations really are when it comes to experimentation and agility.
The first major output from the initiative will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, intended to act as a reference point for both B2B and B2C marketers. Beyond the data, the IP will be supported by an ongoing “brain trust” of senior marketers, analysts and industry experts, aimed at setting new benchmarks rather than reacting to old ones.
For the India business, the emphasis is on creating common ground. Project Worldwide chief growth officer for India and South Asia Rasheed Sait said the market no longer needs more dashboards, but a shared language for success. He noted that the IP is designed to give brands India-specific blueprints to optimise media mix, creative effectiveness and long-term investment decisions in an increasingly complex ecosystem.
Project Worldwide plans to activate Math of Marketing through a series of industry consultations, expert roundtables and collaborative workshops in the coming weeks, keeping the conversation rooted in real-world challenges rather than theoretical models.
In an industry where intuition has often outpaced evidence, Math of Marketing is a clear signal of where the debate is heading. Less guesswork, more grounding. And perhaps, for once, marketing might finally get full marks for its maths.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
