dentsu Appoints Luiza Goedert as Business Transformation Director

dentsu has appointed Luiza Goedert as Business Transformation Director, adding her to the agency network’s business transformation team as it continues to bring together media, data, technology, and consulting capabilities for clients.

Her appointment comes as business transformation becomes an increasingly important part of how agencies address changing client requirements. Rather than focusing only on individual marketing channels, transformation teams work across areas such as strategy, technology, data, customer experience, and media to address broader business challenges.

dentsu has been developing its Business Transformation (BX) practice around this model. The company describes BX as bringing together creative capabilities with media, data, technology, management consulting, and human-centered design. Its UK&I practice, launched in 2024, was established to support organizations across sectors including telecommunications, financial services, FMCG, and retail.

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Goedert’s role places her within this broader shift toward integrated transformation services. Her responsibilities will involve working with clients and dentsu teams to develop and deliver transformation solutions that connect different areas of marketing and business operations.

The appointment also reflects the growing overlap between advertising, technology, and business consulting. As brands manage fragmented customer journeys and increasingly complex technology ecosystems, agency roles are expanding beyond campaign execution toward broader business and transformation initiatives.

For dentsu, Goedert’s appointment adds to its business transformation capabilities and client-facing structure, while her focus on global accounts brings another layer of expertise to the network’s work across media and marketing transformation.