DAN Consult, the consulting arm of Dentsu Aegis Network, is on a winning streak as it has successfully made consulting assignments with corporates like Tata Unistore (Tata Group’s ecommerce venture), regional newspaper group Rajasthan Patrika, Rajasthan’s luxury hotel group Suryagarh Hotels, UAE’s e-commerce platform Noon.com, along with a few other clients who wished confidentiality.
DAN Consult is an integrated hub of growth consulting and marketing transformation services combining business consulting, product consulting, marketing and sales strategy, technology, data, AI, digital marketing, performance marketing and martech to deliver on the business objectives of clients. The plan is to build a result-focused consulting firm and fill a space today not captured by the large consulting firms or the tech companies specifically on digital growth where being hands on is key to success.
The outfit is headed by former head of Star Digital Lalit Bhagia who joined as CEO in July 2017. It will be the fourth entity under the DAN Performance Group, headed by Vivek Bhargava, along with the existing three companies under it – iProspect India, SVG Columbus and Merkle Sokrati. Bhargava and Bhagia, both ex-entrepreneurs themselves, will collaborate to build and scale the DAN Consult business. Bhagia has led and built the digital growth strategy for companies like Star TV and Aditya Birla Financial Services among others. Prior to Star, Bhagia was the Head, APAC, at Digitas where he single-handedly built and scaled Digitas across India and Southeast Asia from scratch.
Commenting on the new division, Ashish Bhasin, Chairman and CEO, Dentsu Aegis Network, South Asia said, “The launch of DAN Consult enables our business to achieve the completion of the triumvirate of branding, media and consulting. We believe the market currently leaves scope for an offering of this nature and we are glad to introduce the consulting business under the DAN Performance Group, providing further value to our clients and working with CEOs and promoters to push the envelope through digital. Moreover, this is aligned with our One-DAN vision.”
Bhargava said, “With 1,800 digital experts and the diverse talent that the network possesses, we believe we enjoy a niche to cater to the unmet demand of clients beyond what tech companies and traditional consultancies are equipped to provide. The strength, dynamism, culture, flexibility, consumer understanding and risk-taking that a network like ours possesses along with some of the best minds in the business works as a huge added advantage. With Lalit at the helm, I’m positive we will be able to deliver great value to clients through our consulting efforts.”
“With DAN Consult, we aim to deliver on business objectives and not the marketing objectives. Our business model rests on this very premise and thus we work with companies based on revenue growth using digital. In the long run, we will take a cut from the results, instead of charging fixed fees for time. This is a shift from what traditional consultants currently do and with this we hope to redefine the space. I am glad to have been chosen to create and build this business for DAN. This indeed is the next level of how agencies would evolve in the future,” said Bhagia.
DAN Consult has employees dedicated to business consulting; the practice also pools entrepreneurs, leaders and CEOs internally across the DAN group. These industry leaders will leverage their expertise across multiple domains to not just advise on strategy, but also form campaigns, products and infrastructure including digitisation and Artificial Intelligence or solving business problems through an innovative and disruptive process.