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Dentsu CMO Navigator 2026: CMOs harness AI and media for growth
MUMBAI: In a rapidly changing marketing landscape, global CMOs are rewriting the rules of growth. Dentsu has unveiled its CMO Navigator – Media Edition 2026, highlighting how top marketing leaders are adapting to technology, shifting consumer behaviour, and the rise of algorithmic media.
Dentsu identifies a new breed of “Perceptive CMOs” – 17 per cent of global leaders whose outlooks align most closely with consumers. These trailblazers outperform peers in revenue, innovation, and transformation readiness. They adopt AI early, invest in emerging media ecosystems, and are most likely to work for organisations enjoying double-digit growth.
Despite widespread consumer caution, 90 per cent of CMOs report revenue growth over the past year. Buoyed by this momentum, marketing budgets are on the rise, particularly in North America and Latin America.
Redesigning marketing in the age of AI is now a core CMO responsibility, alongside customer satisfaction and growth. Nine in ten leaders say AI is already reshaping strategy, from efficiency gains to creating entirely new offerings.
Global advertising spend is set to surpass $1 trillion in 2026, and CMOs agree that media is no longer just a channel – it is a growth engine. Leaders are leveraging AI-driven planning, shoppable content, and creator-led ecosystems, though concerns remain about transparency and closed platforms.
CMOs are boosting investment in sports, gaming, and entertainment IP to reach audiences at cultural touchpoints. Mexico, the UK, and India are leading the way, with 91 per cent of CMOs increasing spend in these areas. Anime and gaming are now mainstream, with less than 10 per cent of leaders not pursuing gaming strategies.
Dentsu’s Media++ approach positions media as the flywheel driving integrated solutions across creative, CXM, data, and technology. By embedding transparency, agility, and intelligence into every impression, brands can turn attention into measurable growth.
“CMOs are navigating the most dynamic marketing environment ever, leaning into change rather than resisting it,” said Dentsu global practice president media Will Swayne. Dentsu creative & media brands South Asia CEO Amit Wadhwa, added that staying close to consumer expectations and applying AI with intent separates the leaders from the rest.
For marketers seeking a blueprint to thrive in an algorithmic world, the CMO Navigator – Media Edition 2026 offers insights into where to invest and how to turn intelligence into action.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
