After six years of its establishment in 2014, Dentsu Aegis Network has decided to rebrand itself as Dentsu International. Agency CEO Toshihiro Yamamoto announced the news in a notice to Tokyo Stock Exchange.
The move places more than 66,000 people globally within the Dentsu brand. As per the agency, the rebranding will allow all Dentsu employees to deliver on the group’s philosophy of true client-centricity through 'open teaming'—the concept of all employees realizing innovation for clients from anywhere.
Dentsu International operates in over 145 markets worldwide with more than 48,000 specialists under nine key brands: Carat, Dentsu X, iProspect, Isobar, Dentsumcgarrybowen, Merkle, MKTG, Vizeum and Posterscope.
This follows a transformational period for the international business, focused on simplifying its offer to deliver world-class services and integrated marketing solutions that are data-driven, tech-enabled and ideas-led, tailored around clients’ needs. This simplification has seen three lines of business established across media, CRM and creative, making it easier for clients to navigate its services and allowing them to win, keep and grow their best customers. This transformation has positioned Dentsu international as the market leader for data, analytics and CRM.
The move marks a new chapter for the international business, following the arrival of Wendy Clark earlier in September as global CEO.
Clark said: “This represents an important milestone in the evolution of our international business as we build on Dentsu's rich legacy of innovation and industry leadership along with the dynamic growth story of Dentsu Aegis Network. Our business provides our clients and our people with the best of both worlds, helping them to achieve meaningful progress against a backdrop of unprecedented change and disruption.”
The business will be registered as Dentsu International Limited with UK Companies House and is expected to be in use from early October 2020.
Japan-based Dentsu acquired UK-based Aegis Network in 2013, leading to the subsequent establishment of Dentsu Aegis Network, representing the global operations of the group, outside Japan, in 2014.
