Sujata Dwibedy named Dentsu X’s CEO; Jose Leon to lead agency’s retail media business

Dentsu India has announced two significant leadership appointments aimed at propelling its growth in the rapidly expanding digital advertising space. Sujata Dwibedy has been promoted to CEO of Dentsu X, while Jose Leon takes on the role of CEO of the retail media business. Both executives will continue to report to Anita Kotwani, CEO Media, South Asia, Dentsu.

Dwibedy brings 26 years of experience spanning strategy, planning, research, media buying, and innovation. In her new role, she will focus on integrating media, technology, and creative services while strengthening transformative partnerships and ensuring exceptional outcomes for clients and consumers.

Reflecting on her appointment, Dwibedy shared, “This is an extraordinary opportunity to lead Dentsu X at such a transformative moment for the industry. Dentsu X has always stood for audacity and innovation…my focus will be on building scalable solutions, fostering enduring partnerships, and cultivating a culture that empowers our people to thrive. Together, we will shape the future of brand and business transformation with purpose and precision.”

As CEO of the retail media business, Leon will collaborate with retailers to enhance revenue streams through Dentsu’s expertise in both the sell and buy sides of retail media. His appointment underscores Dentsu India’s strategic focus on expanding its retail media capabilities.

According to the agency, it is uniquely positioned as the only network managing both sides of the retail media equation, enabling superior results for both retailers and brands. Leon’s deep expertise in deep tech, commerce, and digital consulting, gained through leadership roles at Adobe and Publicis, further solidifies Dentsu’s commitment to innovation.

Speaking about his role, Leon stated, “Retail media, or new stream media, is now seen as a game-changer for boosting retailer profits. With AI, we deliver hyper-personalised content by integrating data in near real-time, transforming advertising. This automation and personalisation drive better media efficiency, helping advertisers prove their advertising spend. As new stream media grows rapidly, Dentsu has built strong capabilities to run tech-driven campaigns and scale partnerships.”

Leon previously served as CEO of Dentsu X, successfully leading the agency’s growth before passing the baton to Dwibedy.

These appointments align with Dentsu India’s core philosophy of ‘Innovate to Impact’ and its #OneDentsu approach, which leverages advanced tech-agnostic solutions for clients. Harsha Razdan, CEO, South Asia, Dentsu, highlighted the significance of these leadership moves, stated, “Sujata and Jose’s appointments reflect our relentless pursuit of excellence and our commitment to staying ahead of the curve. Sujata’s extensive expertise in strategic growth, operational efficiency, and building high-performing teams aligns seamlessly with our ambitions. Combined with Jose’s deep understanding of data, omnichannel campaign execution, and retail, this leadership duo will propel Dentsu to new heights, delivering unparalleled value and innovation to our clients.”

Dentsu India’s media practice added 80 brands to its client portfolio in 2024 and posted 10% growth in billings, signalling a strong recovery from financial challenges in 2023. The agency now aims for double-digit organic growth in 2025 while expanding its scope across traditional and digital media, performance marketing, and influencer campaigns.

Notable client wins include General Insurance Council, LG Electronics, Skechers, Akasa Air, Vero Moda, Flipkart, Myntra, Sintex, Amazon Seller Services, Kotak Mutual Fund, Shopper Stop, Tata Mutual Fund, and Berger Paints, among others.

Dentsu’s strategic collaborations with Meta and Google have strengthened its global consumer and retail intelligence capabilities. Additionally, products such as Spark (a marketing mix modelling tool) and advanced performance marketing solutions have attracted high-profile clients.

The Dentsu Digital Advertising Report 2025 revealed that despite macroeconomic challenges, India’s advertising industry grew by 6.3% in 2024. Digital advertising experienced an impressive 21.1% surge, outpacing traditional media.

Projections indicate that by 2026, digital ad spending in India will reach INR 69,856 crore, surpassing television and print, solidifying digital as the dominant media force. During the report’s launch, Kotwani noted, “Our focus remains on delivering measurable results and adapting to market demands, aiming to redefine benchmarks in 2025.”

Dentsu’s media innovation division has also experienced 4X business growth, fuelled by branded content, gaming, and sports campaigns. Additionally, Dentsu Retail has posted fivefold growth, driven by data-driven initiatives.

2024 was a year of major developments for Dentsu India. The company reshuffled leadership in Sokrati, its performance marketing agency, appointing Abhirup Datta as CEO following the exit of former CEO Nilesh Gohil. Dentsu also launched Dentsu BX, a business transformation practice in India, with Narayan Devanathan at the helm.

However, Dentsu India also faced challenges. The Enforcement Directorate raided its offices in an alleged $16.5 million embezzlement case, seizing cash, gold, and documents. While this event cast a shadow, the company remains focused on growth and transformation.

With Dwibedy leading Dentsu X and Jose Leon spearheading the retail media business, the global network is reinforcing its position in the digital-first advertising era. As digital ad spends surge and retail media expands, these leadership changes signal the agency’s commitment to innovation, client success, and sustainable business growth.