Dentsu India is bringing creative, media, production and measurement under one roof with the launch of Dentsu Performance Studio, as performance marketing moves towards faster, data-led content creation.

Dentsu India has launched Dentsu Performance Studio, a new practice designed to combine creative strategy, AI-enabled production, performance media and measurement into a single operating model.

The initiative is built around dentsu’s ‘Performance Marketing 3.0’ approach, which aims to connect every stage of the marketing process to defined business outcomes. Its operating framework, called ‘Results in a Box’, links strategy, creative development, media execution and measurement within one performance-led system.

At the heart of the initiative is a 3,000 sq. ft. production studio in Bengaluru, which will develop static advertisements, AI-generated videos, brand assets and platform-specific content for digital and performance channels.

The studio will also use campaign data and performance signals to continuously refine creative assets, creating a feedback loop between content and results.

Vidhu Ravinath and Archisman Sarangi have been appointed vice presidents and business heads of the new practice. Their responsibilities will span performance media, creative strategy and AI-enabled production.

Dentsu has set an internal target of producing more than 1,000 assets every month as the studio scales.

According to dentsu, the objective goes beyond increasing content volumes. The company aims to create an always-on system where creative decisions are informed by performance data, allowing brands to test, learn, optimise and scale content faster.

The launch signals a broader industry shift towards performance creative, where the line between creative production and media optimisation continues to become increasingly connected.