Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A – product, profile, partnerships and people – the company identified customer focus and nimbleness as two “quests” to prioritize. GroupM focused on building comprehensive media solutions, targeting new-economy customers (such as e-commerce and digital companies), forging new partnerships with creative and ad tech players and, most importantly, leveraging its people. By end-2016, GroupM had not only retained its position as the largest player in the Indian advertising industry but had also widened its lead over competitors.
- Understand that successful companies need to be proactive to recognize the imperative for digital transformation.
- Identify, prioritize and launch the precise “quest” to remain relevant in a digitizing world.
- Realize that people and culture – not technology – are core to executing a successful digital transformation.
- Build the leadership capabilities, technical skills and organizational structures to support a transformation process.
- Recognize the organizational barriers to be overcome.
GroupM, Advertising and Public Relations
2013 - 2016
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