Case B describes the digital transformation process that GroupM India undertook from 2013 to 2016. To respond to the product, profile, partnership and people challenges identified in Case A, the company identified the customer orientation and flexibility as two “tasks” that must be prioritized. GroupM focused on creating end-to-end media solutions, targeting new business customers (such as e-commerce and digital business), forging new partnerships with advertising and creative technology players, and most importantly, leveraging your employees. By the end of 2016, GroupM had not only maintained its position as the largest player in the Indian advertising industry, but had also expanded its lead over the competition.
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