Azlan Raj, CMO of Dentsu, discusses the company’s people-centered transformation and its innovative marketing approach through sensory experiences. Emphasizing adaptability and proactivity, Raj highlights the importance of shared KPIs in building high-performing teams and the need to measure client experience beyond traditional metrics. The discussion addresses fostering a culture of growth and innovation within the C-Suite and examines the impact of COVID-19 and geopolitical tensions on client decision-making. Raj stresses the necessity for brands to pivot quickly in response to changing market conditions.