Dentsu Aegis Network on Wednesday announced the launch of Amplifi in India under the Executive Sponsorship of Kartik Iyer, President Media Agencies and Amplifi.

Amplifi is the media investment arm of The Dentsu Aegis Network, comprising four specialisations – Investment Management, Global Media Partnerships, Amnet and The Story lab.

Speaking on this launch, Ashish Bhasin, Chairman & CEO South Asia said, “We are excited to launch Amplifi in India under Kartik’s leadership and bringing together the four key capabilities under one structure. In today’s world, our media partners have much more to bring on table for our clients, than just media inventory. Amplifi is uniquely placed to drive this supply-side convergence by harnessing data, technology, insight and content to help all members of the Dentsu Aegis Network operating model.”

As part of this launch, Sujata Dwibedy is taking over as the Group Buying and Trading Head from Harsha Joshi who has decided to explore options outside the company. On Harsha’s association with the group, Ashish Bhasin said, “Harsha, with her vast experience, has been a huge contributor in the growth of the media group. We wish her all the very best for her future.”

Kartik Iyer, President Media Agencies and Amplifi said, “Our constant endeavour has been to bring best in class solutions for our clients that enable their business growth. The launch of Amplifi is another step in that direction and I am very excited with this opportunity.”

Further, speaking on Sujata’s appointment, Kartik said, “Sujata, with over 20 years of media trading and strategy experience, has extensively worked across sectors such as FMCG, telecom, airlines, finance, alcohol and beverages and has led teams in the areas of planning, research, buying and strategy. Her holistic perspective will enable a better integration of all buying and trading functions across the group, in both online and offline media. Sujata will be supported by Prashant Nandan who has over 10 years of expertise in strategic digital marketing, media planning, media buying and content marketing across agencies like Isobar, Maxus and Motivator. Over the past 3 years, he has been leading buying for Isobar and now moves to Amplifi to deliver the digital buying and trading expertise to the group.”

Speaking on her appointment as Group Buying and Trading Head, Dwibedy said, “I am delighted to have been chosen for this responsibility to drive ROI and deliver value to Dentsu Aegis Network clients. In today’s rapidly changing media marketplace, I look forward to working with our agencies and media partners to deliver this value across media to our clients.”

Amnet, the programmatic capability of Dentsu Aegis Network, continues to grow from strength to strength and will now be a part of Amplifi.

The Story Lab, launched in 2015, will continue to operate as part of Amplifi under the leadership of Sunil Kumaran.