Dentsu Aegis Network has launched dentsu X, an integrated agency network combining communication and media planning services, content creation, technology, data and behavioural insights, following the rebrand of the Group’s media specialist – Dentsu media.
The company said in a statement, “Inspired by the idea that personalised and relevant experiences are key for brands to attract, acquire, convert and retain customers, dentsu X is designed to help brands create integrated and personalised marketing solutions to cut through the noise of a saturated media market and meet rapidly changing consumer demands.”
Building on the agency’s presence in Canada and Russia, dentsu X will roll out in some key markets in EMEA within this year and will look to expand into the United States subsequently.
Bringing Dentsu media’s solutions in the East, dentsu X will combine creative and strategic capabilities with the skills of cultural scientists and behavioural experts to help brands come together with people and identify key values and motivations through the use of data.
Takaki Hibino, Global Brand President of dentsu X, who will continue to lead his successful team within the new dentsu X brand globally, commented, “When Dentsu media was first launched in 1999, the use of the word ‘media’ had a very limited meaning. For close to two decades, Dentsu media alongside its sister creative agencies has expanded to offer much more to our clients than that original definition could describe. This is why we evolved its identity to reflect the potential of our brand. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop unique experiences for clients that are truly focused on digital solutions.”
Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said, “Dentsu media is unique as a scaled homegrown Asian agency network. Integrating with the rest of the Dentsu Aegis Network portfolio of agencies has propelled its growth so that it currently leads the R3 new business tables. This change of branding serves to better reflect the agency’s capabilities and further enhance its position as the leading Asian agency network.”
The rebrand of Dentsu media to dentsu X is effective June 8, 2017.