AD Agencies
Watconsult expects 20 percent revenue share from eCommencify by 2019
MUMBAI: Dentsu Aegis Network’s digital arm, Watconsult is betting big on its newly launched service eCommencify and expects a revenue share of 20 percent from it by 2019. “We hope that by 2017 it would contribute 10 percent of our total revenue and by 2019 it would be 20 percent of our revenue,” said Watconsult CEO Rajiv Dhingra.
Spurred by the growing eCommerce market and the equally growing demand for brick and mortar businesses to adapt to the digital environment, especially in the goods sector, Dentsu Aegis Network’s digital arm, Watconsult has launched the go to market eCommerce solution eCommencify. The agency already has two clients in the kitty for this new service.
“eCommencify is a solutions stack by Watconsult that addresses the pain points of brands looking for eCommerce strategy on a medium and long term basis,” Dhingra said.
The need to expand services to cater to e-commerce businesses came from the industry projection that the market in India would quadruple to $60-70 billion over the next 5 years, driven by faster growth in goods than services.
“We believe that by 2020 most brands would have an eCommerce exposure, be it an FMCG brand or a chocolates brand or even a cement brand. The challenge is to make that exposure, whether through owned or third party platforms, a successful and fast growing one with robust business results.”
Explaining how the service works, Dhingra continued, “Watconsult’s solution in eCommencify looks to address this in a holistic way by being partners with brands that are looking to be committed to eCommerce growth over next 2-4 years. eCommencify looks at four verticals of solutions — around technology, digital marketing, UX and analytics. We also provide content cataloguing support from an execution perspective.”
To make the service holistic, Dhingra and his team had been hiring talent across levels as well as training their current teams to put this solution stack together. It will be available both as a standalone and as a package based on how deals are done with clients.
When asked what made him sense the need for the service, Dhingra revealed, “There is lack of clarity, confusion and a sense of uncertainty when it comes to eCommerce for brands. Some of them are totally against owned eCommerce strategies, while some feel that third party brands dilute their brand equity. Clearly with so much uncertainty comes an opportunity to invest in the right talent and technology to help our clients manoeuvre this challenging yet fast growing aspect of their business.”
The beauty of the new service is that it targets non-digital business and makes them inclusive of the eCommerce world. “It’s targeted more at brick and mortar brands that are struggling with their eCommerce strategy and need a long term partner who can think through business and brand strategy in collaboration with the,” concluded Dhingra while adding that apart from this, the agency also had a few more services for their clients in the pipeline.
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
