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Dentsu Network & Aegis Media gear up for further integration as Dentsu Aegis Network

The year 2013 marks the completion of Dentsu Inc’s acquisition of Aegis Media, where the latter was brought together with the Dentsu Network. The companies are now taking this integration a step forward, beginning with the rechristening of Dentsu Network and Aegis Media as Dentsu Aegis Network effective January 1, 2014.
An internal email by Dentsu Aegis Network’s Executive Chairman Tim Andree explained that while this won’t have great impact on most of the company’s day-to-day roles, it will tie the companies more closely together as a network, helping it deliver more meaningfully on its vision to be the “most collaborative and convergent agency network, and creating a stronger platform for growth”.
In the coming months, the company will communicate more on how its strategy, vision, values and branding for the new group will evolve. For the time being though, all branding – including the current websites for Aegis Media and Dentsu Network – will remain in place.
A collaborative operating model & an integrated leadership structure
The development would mark a few more changes. One of the first would be seen in its operating model. The model that is already being followed by Dentsu in Japan, by Dentsu Network and by Aegis Media is designed to enable collaboration across multiple agencies with a range of holistic and specialised capabilities. In 2014, the company will be integrating all of Dentsu Network’s agencies into this collaborative operating model. The agency believes that this will allow for global scale and locally relevant partners and will be able to provide clients with a broad and complementary range of holistic and specialised expertise.
More breadth is also expected at the leadership level in the organisational structure. Mr Andree will continue to lead the Dentsu Aegis Network as its Executive Chairman alongside Jerry Buhlmann as CEO. Leaders from Aegis Media and Dentsu Network will come together to form a new Executive Committee, the Dentsu Aegis Network Executive, that will oversee the continued integration and growth of its agencies and client relationships. From the Dentsu side, this Executive Committee will include Gordon Bowen (Founder, Chairman and Chief Creative Officer of mcgarrybowen), Yuzuru Kato (responsible for the management of the Dentsu agency’s 6000 clients, and a board member/Executive Vice President of Dentsu Inc), Kuni Matsushima (Vice Chairman of Dentsu Aegis Network and a board member/Senior Vice President of Dentsu Inc) and Kaz Iwagami (global head of Dentsu Media and an Executive Officer of Dentsu Inc).
The functional teams from around the network’s agencies and offices – Finance, HR, Legal, Communications and Technology – will be more connected through global functional teams.
Moving forward, each region will continue to have its own regional management executive, responsible for the operational management of the group and for the development of specialist and local brands. The APAC Dentsu Aegis Network Regional Executive will be led by Nick Waters and the Americas and EMEA Dentsu Aegis Network Regional Executives will be led by Nigel Morris, both of whom have previously held those responsibilities for the Aegis Media network.
In his email, Mr Andree said, “An important part of our coming together will be familiarising everyone with the incredible capabilities we now have in the network. This work has already begun, but 2014 will be an important year for continuing to build the ties across our network. The opportunities ahead are exceptional. Backed by the power and innovative heritage of our parent company Dentsu Inc, and now joined by our colleagues from Aegis, we have a tremendous opportunity to grow our clients’ businesses and our own. Dentsu Aegis Network is a start-up of sorts and we should all approach it with the same kind of energy and enthusiasm that all successful start-ups have

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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