Archive · 24 Sep 2026
DS Group Launches AI-Integrated DCODE 2.0 Marketing Guide
DS Group has released a new guide about digital marketing.
The guide is called DCODE 2.0.
It was created with WPP Media and MICA.
It explains how artificial intelligence can help with many marketing jobs.
These jobs include finding customers, making content and measuring results.
MICA added academic knowledge, while DS Group and WPP Media added practical experience.
The guide updates a planning method called Paid, Owned and Earned.
It is meant to be updated as technology and consumer habits change.
People can use it for free as an open-access resource.
DS Group launched DCODE 2.0 with WPP Media and MICA in New Delhi on September 23.
The playbook integrates artificial intelligence across search, paid media, performance marketing, content and creative.
MICA contributes academic perspectives alongside DS Group’s and WPP Media’s industry expertise.
The guide refreshes the Paid, Owned and Earned framework and is intended for periodic updates.
DCODE 2.0 is an open-access resource for marketers, agencies, students, academics and senior professionals.
- Who
- Dharampal Satyapal Group, WPP Media and MICA launched DCODE 2.0.
- What
- They launched an expanded digital marketing playbook integrating artificial intelligence across multiple marketing disciplines.
- When
- September 23.
- Where
- New Delhi, India.
- Why
- The resource aims to help marketing professionals navigate changing technologies, digital channels, industry practices and consumer behaviour.
- Resource
- DCODE 2.0 – The Guide to Digital Marketing
- Collaborators
- Dharampal Satyapal Group, WPP Media and MICA
- AI coverage
- Search, paid media, performance marketing, content, creative and other digital marketing areas
- Framework
- The Paid, Owned and Earned framework was refreshed
- Access
- The playbook will be available as an open-access resource
- Projected advertising revenue
- India’s total advertising revenue is projected to grow 9.7% in 2026 to Rs 2,01,891 crore, according to WPP Media’s TYNY 2025 report
- Digital advertising share
- Digital, including digital extensions of all media, is projected to account for 68.1% of total advertising revenue
