Wavemaker India was the undisputed star at the Goafest 2024, earning the title of ‘Media Agency of the Year’, racking up an impressive haul of metals including the maximum number of gold in the media category.
Leading the celebrations was Ajay Gupte, CEO of Wavemaker India who was elated at the agency's stellar performance. Speaking to BW Marketing World, he asserted, “I'm grateful to the industry, to the Ad Club, to Abbys and the jury for recognising us.”
He attributed the success to years of hard work and investment in building strong capabilities. With a team of 700 employees, all pulling their weight, Gupte expressed his gratitude for their collective effort.
The Cadbury campaigns won four gold metals and Gupte was expressive in his praise for Cadbury's vision stating, “A lot of credit to the client for their vision and for the way that they have looked at their business and given us the opportunity to work. We've got a fabulous team that is relentlessly trying to find the next big thing.”
He added, “It's great that when two great teams come together, magic happens. I think that's what we are seeing.”
A key factor behind Wavemaker's success has been the agency's embrace of artificial intelligence (AI) across its operations. Gupte noted, “AI is no longer a buzzword to use. I think it's very real. We are using it across our functions.”
From media planning to creative execution, AI has become an integral part of Wavemaker's workflow. “We are using AI for creative, through dynamic creative optimisation, being able to do personalisation at scale, making use of consumer data, to be able to deliver messages appropriately and consistently. And at scale, I think we've been able to do that successfully,” explained Gupte.
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