Platform fragmentation and data protection make it difficult to know whether a campaign had the expected impact. That's where AI can help.
Technology changes, and so does advertising. What doesn't change is the need to connect brands with people. Josh Dwiggins, Chief Client & Strategy Officer at Dentsu, explains how they approach this task from a global network and how they balance technology, partnerships, and a data-centric strategy.
Artificial intelligence (AI) is central to that strategy. “Since the incorporation of AI into platforms like Google, TikTok, and Amazon, we’ve made significant progress,” says Dwiggins. AI is no longer a gamble. It’s part of the business model.
For over 120 years, Dentsu has focused on innovation in its services, providing its clients with new ways to reach, connect, and cultivate relationships with their audiences. Dentsu has integrated AI to optimize campaigns , automate internal processes, and redesign products. This can mean a return on marketing investment, increased reach, or improved brand positioning for its clients.
The concept they're driving from within is embedded AI . "We're leading the industry in the adoption of embedded AI." Dwiggins explains that it's about enhancing existing tools with AI, without having to create everything from scratch. This allows for faster scaling and cross-platform improvements.
Some of these improvements come from partnerships. Dentsu collaborates with companies like Meta, Amazon, and Microsoft to create solutions that address its own and market needs. "It's not just about planning, it's about building," he says.
Data and AI, because measuring has never been easy
Platform fragmentation and data protection have created what Dwiggins calls "walled gardens" and "black boxes." This makes it difficult to determine whether a campaign had the intended impact.
“It's essential to offer greater transparency in how advertising resources are managed,” he says. To achieve this, Dentsu works with advanced attribution models. It has also formed partnerships with companies such as LiftLab and Merkle, which specialize in media effectiveness.
The problem isn't limited to the digital environment. Dwiggins talks about the challenge of linking online data with physical visits. "We have to be very careful with data privacy while trying to bridge the gap between online and offline interactions," he says. It's not just a question of technology. It's also a question of trust.
Another area undergoing transformation is social commerce. Platforms are no longer just channels. They also sell. “Social commerce is growing rapidly, and platforms like TikTok are adopting shopping-oriented business models,” explains Dwiggins.
This convergence forces us to rethink how campaigns are planned. Today, a single click can close a sale. But it can also result in a disconnect if the experience isn't aligned. Therefore, the strategy must consider both the digital and physical worlds. "It's essential for brands to have a consistent presence in both the physical and digital worlds," he says.
Talent and constant training
Team development is part of that strategy. Dwiggins emphasizes ongoing training. “We make sure our teams are trained on the most advanced platforms, such as those offered by Microsoft and OpenAI,” he says.
The idea is to keep talent ready to move when technology demands it.
This training isn't limited to technical profiles. It also extends to decision-makers, those who design strategies.
Those that define what is done and what isn't. For Dentsu, learning is a cross-functional function.
The transformation of key roles in marketing and growth
"The CMO must ensure that the marketing strategy is aligned with customer needs and the company's objectives," he explains. This means looking beyond campaigns and considering the entire experience.
Dwiggins also talks about new roles. Chief Growth Officer, for example, is gaining ground in many organizations. Their job: to identify opportunities, connect data with decisions, and lead growth.
“Companies must be willing to adapt quickly and invest in new technologies that allow them to stay competitive,” says Dwiggins. The phrase may sound simple. But it contains a stark logic: those who don't change lose.
In Dentsu's strategy, this adaptation doesn't just happen in products. It also happens in people, processes, customer perspectives, and advertising. Ultimately, it's all still a conversation. What changes is how.
Originally published on 14th April 2025 on FastCompany.mx.
