Dentsu has reorganised its creative assets into one global agency
The advertising group announced the launch of Dentsu Creative, bringing together dentsuMcGarry Bowen, Isobar, 360i and Dentsu-branded creative agencies under a single brand around the world.
The moved, described as "bold" by dentsu, was revealed by global CEO Wendy Clark at Cannes Lions.
Clark has been working to a plan to cut the global advertising group's brands to six from 160, and stripping away layers of management in the process.
The network, made up of 9,000 creative experts in 46 markets connected to 37,000 media and CXM experts across dentsu international, will be led by Fred Levron, who joined dentsu international as chief creative officer in November 2021.
The vision: A simplified, modern creative proposition that answers clients’ needs and breaks down agency silos and inefficiencies.
In Australia, BWMdentsu, dentsuMB, Isobar, Haystac, and Cox Inall will be under one new network, brand name and go-to-market approach.
CEO of Dentsu Creative ANZ Kirsty Muddle said the new agency gives clients access to the full capabilities of dentsu, combining horizontal creativity with, data, media and CXM to deliver end-to-end modern creative solutions.
“We have created an agency to connect brands and businesses to the future through the power of modern creativity,” she says.
“The modern world is more complex to navigate than ever for brands and businesses. We need to simplify our business to break down agency silos and seamlessly connect our talent around the right client opportunities at the right time.
“We are driven by our clients’ needs for creative that creates new behaviours, is made possible by technology, made personal by data, and made powerful by emotion. At the centre of our creative thinking is a deep understanding of consumer behaviour.
“To deliver modern creativity, we need an agency that can operate seamlessly across technology, data, and creativity, led by teams who reflect the modern world with a mandate to make a difference to people and the planet.
“Dentsu Creative brings together our 120-year Japanese heritage in craft, innovation and technology and our deep understanding of modern media and contemporary culture.
:We are launching a modern creative agency with deep expertise in modern brand building, through entertainment, content, and culture, structured to facilitate and accelerate the creation of our product.
“Our creative product is the ultimate driver of our success and our clients’ businesses and a powerful economic multiplier.
“By integrating our teams, Dentsu Creative clients now have access to the minds of 45,000 brilliant people, bringing diverse backgrounds from across the entire dentsu network to solve a problem and deliver new ideas."
Fred Levron: “If you had the chance to build a brand new global creative network designed for the modern world, what would it look like?
"That is what we are answering with the launch of Dentsu Creative. Clients, talent and the industry at large are craving for a change: in the way we build brands, in the way we collaborate and in the role we give to creativity. If the current players have set the rules of the previous century, we have the ambition to set the rules for the decades to come.”
Wendy Clark: “We’re building a modern agency network fuelled by horizontal creativity – a creativity designed to unify our people, their capabilities and our delivery for clients. We’re fortunate to draw from our Japanese heritage steeped in a relentless focus on craft, innovation and creativity.
"This legacy inspired our vision for modern creativity that was born in Japan and raised in a connected world. Dentsu Creative offers a simplified, modern creative proposition that answers clients’ needs for us to break down agency silos and inefficiencies and seamlessly connect our talent around the right client opportunities at the right time.”
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