Dentsu Aegis Network (DAN) has announced a new dedicated service to support media agencies and clients, as the group looks to grow its presence in direct media buying.
InvestDirect@DAN allows smaller independent media agencies and clients to directly book media through DAN, while also utilising other key services throughout the network.
Working directly with media agencies and clients, the new service removes the need for DAN to acquire an agency in order for them to be able to access its network.
According to DAN, the Australian first service launches with $150M in annual billings, having partnered with several large independent media agencies over the past month.
AdNews understands that the majority of the clients are located in the Melbourne market, with one the first, and largest clients, being Swisse-owned agency Noisy Beast.
“We are continuously evolving our business to best service our clients and deliver opportunities for our people in a digital economy," DAN ANZ CEO Simon Ryan says.
"The launch of InvestDirect@DAN brings exciting opportunities both for our clients and to diversify our own business, and ensuring our agency brands are focused on delivering strategic consultation, innovation and value to clients."
The service works by providing specialist services for those clients seeking support in managing in-house media programs, providing access to planning tools, training, financial systems and specialist communication capability through DAN.
The new division will also tap into DAN’s investment in content, data, recently launched people based marketing agency M1, automation, financial systems and strategic products.
“We are the first Network to launch a specialist planning and investment unit such as this in Australia," Ryan continues.
"We’ll be working with both agencies and direct clients to deliver value beyond what could otherwise be achieved and look forward to announcing more on the growth of InvestDirect@DAN in the near future.”
InvestDirect@DAN will enable the network to build incremental revenue and a client base, exclusive of the DAN agency brands, creating a new revenue stream for the business in ANZ, adding to its buying power.
This is the second new division to launch out of DAN in as many weeks, with the network revealing a new service created to manage and secure government clients.
Based out of Canberra, and headed up by current head of investment for Dentsu X Nick Swifte, the division will be focused on generating and servicing opportunities outside the scope of Master Agency Media Services (MAMS) agreements.
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