ADGEEK
Building an Indian agency network around platforms and owned IP
Wondrlab co-founder Rakesh Hinduja explains the commercial logic behind a platform-led agency, including acquisitions, technology products and brand relationships.
The conversation
Wondrlab co-founder Rakesh Hinduja explains the company’s platform-first agency model and its ambition to help brands own more of their audience relationships. He discusses the role of acquisitions, international expansion, owned technology and intellectual property in building the network.
The conversation covers Wondrlab’s Hector platform, how its proposition changes a client brief, and Hinduja’s view of agency capabilities beyond individual campaigns.
Key Takeaways
- Hinduja describes a platform-first approach that aims to give brands more control over their audience relationships.
- He discusses the acquisition-led growth of Wondrlab and the role of owned technology and intellectual property in its network model.
- The conversation examines how the Hector platform fits into the company’s proposition to marketers.
- Hinduja considers how agency capabilities and client briefs may change as advertising moves beyond individual campaigns.