GroupM India: The Human Dimension of Digital Transformation (B)
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.