Dentsu launches DM2 to combine digital and traditional in APAC

Arvind Hickman
By Arvind Hickman | 6 April 2016
The new DM2 logo

Dentsu Aegis Network has launched a new agency model, DM2, which combines specialist digital agency Dentsu Möbius and traditional media agency Dentsu in the Asia-Pacific region.

AdNews understands the move will have no imidiate impact in how Dentsu Aegis Network Australia operates, but could involve some shared resources and client work at Dentsu Mitchell.

DM2 will be led by CEO James Hawkins, previously CEO of Dentsu Möbius in Asia and also the chief digital officer for Dentsu Media Network Asia-Pacific.

“Although based in Singapore, most of DM2's revenue comes from regional business,” Hawkins explains. “The Dentsu media network has an active role in Australia through Dentsu Mitchell media. The business is focused on growing current DM2 clients and developing capabilities across the regional clients.”

Dentsu Möbius is a full service digital agency that operates out of Singapore, while Dentsu media covers traditional media agency work in the region.

The move recognises the growing need to integrate digital solutions into client offerings, allowing them to better serve global and regional clients, including Toyota, Disney, Mondelēz International, Singapore Airlines and Hitachi.

“The lines between digital and traditional are fading fast, content is now the connector. That’s why DM2 represents this future state, where the two are no longer mutually exclusive,” Hawkins adds.

“This move enables us to deliver work faster, smarter and create more impact for our clients. Our expanded creative capabilities, combined synergies and dedication that puts digital at the heart of our strategic thinking. This creates the perfect balance of creative, media and technology for the digital economy.”

Rosalynn Tay, CEO of Dentsu Aegis Network Singapore, adds: “Creating DM2 is staying true to our mission, and now we have a strong team of over 50 talented people to continue creating winning campaigns for our clients.”

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