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About the Client
Dentsu International is one of the world’s largest marketing and communications networks, partnering with more than 11,000 clients across 143 countries. With expertise in advertising, media planning and buying, digital transformation, branding, and customer experience, Dentsu has built a reputation for driving impactful campaigns and measurable business outcomes. The organization consistently leverages technology, creativity, and data-driven insights to stay ahead in a fast-changing digital landscape.
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Our Partnership Journey with Dentsu
Our partnership with Dentsu began in 2018 with a small team of 10 engineers building an MVP. What started as a pilot has grown into a multi-year, multi-market collaboration—driven by trust, shared vision, and scalable delivery.
Over time, we expanded across Dentsu markets and DWS India, modernizing fragmented tools, unifying workflows, and building platforms that empower global teams.
Today, we’re deeply embedded in Dentsu’s global operations—delivering AI-powered media planning, cloud-native solutions, and data-driven platforms. What began as a project has evolved into a true strategic partnership.
Ready to scale like Dentsu? Let’s co-create your next-gen ecosystem.
7+
Years with Dentsu Connect
Inception in 2018 From 10 People
To 250+ peak team size in 2021
1000+
Production ReleasesYearly
Product Ideation in 2018
Scaled the Production Releases
5+
Market Collaborations
Starting with Isobar world services
Collaboration with Dentsu India, DACH,DWS, ANZ & NA
10+
Technology CapabilitiesDelivered
Starting with core digital engineering in front-end
To deploying solutions in cloud, SRE, and data engineering
Curious how our milestones can inspire your digital roadmap?
Why Dentsu Chose Successive Digital
As Dentsu expanded its global footprint, it faced growing challenges in maintaining consistency, speed, and efficiency across its media operations. Teams in different regions relied on disparate tools and bespoke tech stacks, which made scaling difficult and slowed down delivery. At the same time, clients were demanding more personalized experiences, real-time insights, and seamless onboarding—needs that existing systems could not fully support.
Fragmented media planning, buying, and reporting tools across regions and business units
Disjointed client experiences due to bespoke tech stacks
Rising demand for real-time reporting, configurable taxonomies, and scalable campaign management
Lack of standardization across onboarding, governance, and data integration
Integrated engagement Model
Dentsu Connect
Successive teams are deeply embedded with Dentsu teams in India and UK, working in a POD and SQUAD model
Solutions Implemented by Successive Digital
To address Dentsu’s fragmented systems and growing client needs, Successive Digital built a cloud-native, multi-tenant Media Management platform. It unified global operations, streamlined workflows, and enabled scalable personalization—driving immediate results and long-term flexibility through advanced cloud architecture and modern UX.
Unified Media Ecosystem
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Cloud-native, multi-tenant platform with 300+ microservices orchestrated using Kubernetes & Istio
React-based modular front-end with a shared component library and API-first GraphQL architecture
Terraform-driven infrastructure automation for scalability and rapid deployments across markets
Dentsu Connect 2.0 Pitch Platform
CMS-driven personalization powered by Strapi and GraphQL APIs
BI dashboards (Power BI, Tableau) for data-backed storytelling
In-house feature flagging framework (FlagIt) for controlled rollouts and experimentation
Data Refinery
Python backend with 88+ Dockerized custom connectors
Real-time monitoring via Grafana + Loki
IData lineage & taxonomy mapping integrated into Snowflake pipelines
Trifacta-powered transformation workflows for clean, reliable reporting
Tagging & Taxonomy Workbench
Event-driven system with Kafka brokers enabling real-time updates
Modular tagging with editable metadata rules stored in MongoDB
Integrated with Plan Manager, Brief Manager, and Data Refinery for seamless syncing
Empowered self-service onboarding with dynamic, client-controlled taxonomies
ECOS Modern UX
Micro-Frontend architecture built with NX Workspace & Module Federation
Micro-Frontend architecture built with NX Workspace & Module Federation
Unified design system aligned with accessibility best practices for consistent, user-friendly adoption
Architecture
Capabilities delivered to dentsu connect
Our expert teams collaborate seamlessly with Dentsu stakeholders—delivering tailored, high-impact solutions while staying at the forefront of emerging technologies. We support thecontinuous evolution of the Dentsu Connect platform through a robust set of integrated capabilities:
Digital Engineering
Frontend (React, Angular) and backend (Node.js, .NET,Java) application development
Scalable, secure, and high-performance microservices
Cloud & Azure ManagedServices
Infrastructure setup, provisioning, and governance
Monitoring, cost optimization, and platform reliability
SRE & DevOps Managed Services
CI/CD pipelines, observability frameworks, and incident management
Infrastructure as Code (Terraform, ARM templates)
Quality Engineering
Automated functional, regression, and end-to-end testing
Release certification pipelines integrated into DevOps workflows
Performance & Security Testing
Load, stress, and soak testing of mission-critical services
Security vulnerability assessments, SAST, DAST,and remediation support
Data Engineering
Building pipelines for data ingestion, transformation, and orchestration
Support for analytics dashboards, audience segmentation,and campaign performance metrics
Product Management &Ownership
Product Owners aligned to business goals and roadmap execution
Backlog grooming, prioritization, and cross-team alignment
Agile Delivery Management
Scrum Masters driving sprint discipline, reporting, and team velocity Delivery managers ensuring program governance and milestone adherence
Strapi CMS Engineering
Custom component-driven content modeling using Strapi v4Headless CMS integrations with Dentsu Connect platforms
Modular Tag Manager Service
Decoupled client configuration logic from legacy systems to enable greaterflexibility and scalability.
Structure-as-Tags Architecture
Replaced rigid client hierarchies with a modular tagging framework—modeling dimensions like geography, brand, product, and channel as editable, reusable tags.
Event-Driven System Syncing
Enabled real-time updates across systems (e.g., Plan Manager, Brief Manager) through event-driven architecture using message brokers.
Client-Controlled Taxonomies
Empowered clients to define and evolve their organizational structures
without engineering involvement.
Automated Downstream Updates
Updates to tags trigger automatic synchronization across platforms, ensuringconsistency and eliminating manual intervention.
What’s Next: Strengthening the Strategic Partnership
As we look ahead, our focus is on deepening collaboration and accelerating innovation to ensure Dentsu stays ahead of industry demands. The roadmap builds on a foundation of trust, scalability, and continuous modernization.
Platform Modernization & AI Integration
Embed AI-assisted workflows and GenAI for campaign asset enrichment and automated QA.
Expand headless CMS capabilities and enhance the microservices-based modular architecture for greater agility.
Capability Expansion with Global Delivery Governance
Establish Center of Excellence (CoE)-led teams in DevOps, QE, and Security to standardize and scale best practices.
Provide proactive support for multi-market operations and region-specific customizations.
Innovation Pods for Emerging Use Cases
Launch dedicated innovation pods to experiment with next-gen martech, cloud-native solutions, and performance engineering.
Co-create accelerators that reduce platform-wide inefficiencies and unlock new business value.
Explore how we’ve shaped Dentsu’s journey over the years
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