AD Agencies
Dentsu reveals 2025 media trends report
Mumbai : dentsu releases its 2025 media trends report, titled The Year of Impact. This edition, crafted by specialists across Carat, dentsu X, and iProspect, explores the profound changes driven by algorithms, artificial intelligence, and the new dimensions of consumer engagement, expected to shape the media landscape in the upcoming year.
The report details how 2025 will drive toward a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what dentsu defines as the “Algorithmic Era of Media.” With over 40 pages of in-depth insights, the report outlines how brands can harness this new media environment to drive tangible impact and growth.
dentsu Media APAC, chief client officer & practice president Prerna Mehrotra commented: “At dentsu, we’re truly excited about what we call the Algorithmic Era – where generative AI and personalization are set to drive unprecedented change in how brands engage with consumers, creating new ways for brands to capture consumer attention and build relationships. We see media becoming 100% addressable, shoppable and accountable, highlighting the need for marketers to think about media in a whole new way. Brands must build Media ++ strategies to create more memorable, personalised moments tapping into the creator economy and building connected ecosystems to identify new spaces for growth. In our latest edition of the dentsu Media Trends report, we deep-dive into 10 trends and provide strategic considerations for brands to deliver impact in this new era.”
“The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of The Algorithmic Era, where real-world value creation moves beyond experimentation,” says dentsu Media global practice president, Will Swayne. “The 2025 report is a toolkit for brands seeking to thrive in this new era, offering strategic guidance on leveraging niche communities, connected television, and next-level retail media.”
According to the 2025 Media Trends report, the key themes poised to drive the industry forward include:
1. AI moves from potential to actual impact: AI has evolved from a nascent trend to a transformative force, embedding itself in daily life and revolutionizing media planning, content creation, and consumer interaction. AI-generated micro-moments and the rise of dynamic personalization are opening new doors for brands to build deep, meaningful connections with consumers.
2. Storytelling breaks through the algorithmic bubble: Niche interests and deep fandoms are becoming invaluable assets for brands looking to stand out. Storytelling will be the primary tool for brands to navigate the increasingly algorithm-driven media space, creating impactful narratives across connected television and digital platforms.
3. Retail reshapes media: Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With key players like Amazon, Walmart, and even the finance industry expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of media strategies.
4. The quest for quality: As media investments increase, so does the demand for higher-quality engagement. Brands must prioritize strategic partnerships and premium content to cut through the noise, ensuring their media dollars drive both immediate results and long-term brand equity.
5. Unevenly distributed future: As technology and media consumption habits evolve unevenly across regions, brands will need to adopt hyper-localized strategies. Regulatory, economic, and technological divides are reshaping the global media landscape, and brands must be prepared to navigate these complexities.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
