Punt Partners launches creative services, Sumera Dewan to lead as President

Punt Partners, the tech start-up co-founded by the late Sidharth Rao and Madhu Sudhan in September 2022, has announced the expansion into creative services with Sumera Dewan at the helm.

In her new role, she will be responsible for establishing and driving the creative business for the company.

In a statement, Dewan said, “The decision to venture into creative services had a dual motivation. We’re creatives at heart, who love the business. That, and our Webchutney legacy were of course significant factors. However, what truly compelled us was the industry's increasing departure from creative effectiveness. Lately, there seems to be an excessive focus on perfecting output rather than prioritising the desired outcome. How can we expect brands and marketing leaders to trust agencies to achieve strategic marketing objectives when we ourselves hesitate to take ownership of the metric? How can we feel disheartened about dwindling creative budgets if we cannot ensure that advertising is investment-worthy? This made us realise that there is a need for an agency that can solve business problems creatively.”

Madhu Sudhan said, "At Punt, our objective is to become growth partners for our clients. The decision to diversify into creative services aligns organically with this goal. And there’s no one better suited for this role than Sumera. She brings strong leadership and people skills, an enviable repertoire of work, and a passion for pushing the boundaries of what creative can do for brands. During the first half of this year, Sumera, Sidharth, and I spent time defining our vision for this new service offering. It was clear to us that the convergence of technology and creativity would empower the advertising industry to commit to effectiveness.”

Dewan added, "This is how Punt Creative came to be— a creative agency within a technology company that is focused on producing solutions that don’t just move the heart, but also the needle. Our ambition permeates every aspect of our organisation—from our structure and the shaping of our culture, to how we work and, most importantly, our talent. Our leadership embodies a fusion of technology and creativity, enabling our clients and talent to navigate both worlds. Our talent spans across writers, designers, data analysts, community managers, technologists, and developers, all working together to solve problems. Furthermore, our focus on immersive storytelling solutions allows brands to interact with their audiences like never before."

Dewan joined Webchutney in 2016, following stints at JWT, Soho Square Advertising (now 82.5 Communications), and Dentsu One (now part of Dentsu Creative).

In a career spanning 13 years, Dewan built meaningful partnerships with a diverse range of clients, including YouTube, Nestle, Airtel, Under Armour, Tinder, Spotify, Unilever, Platinum Guild International, and many others.

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