Dentsu India Names Imtiyaz Vilatra Chief Commercial Officer
Dentsu India has appointed Imtiyaz Vilatra chief commercial officer, an expanded mandate alongside Vilatra's role as chief executive officer of Posterscope India, dentsu's out-of-home specialist.
- Company: dentsu India
- New role: Chief commercial officer
- Continues as: CEO, Posterscope India
- Experience: More than 25 years in out-of-home
Imtiyaz Vilatra's Commercial Brief
Vilatra will work with business and commercial finance leaders across dentsu India to strengthen commercial effectiveness, improve the profitability of client relationships and drive greater accountability for business performance. The role covers deepening client partnerships, finding efficiencies, tackling commercial challenges and making sure client growth and profitability go hand in hand, with teams spotting opportunities and risks early.
From Posterscope
Vilatra has more than 25 years in the out-of-home industry. As Posterscope CEO, Vilatra grew the business and built its digital and intelligent OOH capabilities, with experience across OOH strategy, innovation and the use of technology, data and audience insights to create measurable solutions for clients.
What They Said
Harsha Razdan, CEO of dentsu South Asia, said sustainable growth "is as much about the quality and profitability of our revenue as it is about scale," and that the expanded mandate will help the network make better-informed commercial decisions. Vilatra said sustainable growth "comes from understanding the economics behind every client engagement."
The Context
Agency networks are under pressure on margins as clients push fees down and ask for more output, much of it now produced with AI. A chief commercial officer role focused on account profitability, rather than new revenue alone, reflects that shift. Combining the role with Posterscope also gives an out-of-home specialist a seat at the network-wide commercial table, a medium where measurement and pricing have changed quickly with digital screens. Dentsu India has been reshaping its offer, from its performance studio to a new branded entertainment lead.
More about the network is on dentsu India's website.
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