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Dentsu International

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Dentsu
Formerly
  • Centrale d'achats Radio, Affichage, Télévision (Carat) (1966–1989)
  • WCRS Group (1979–1990)
  • Aegis Group (1989–2013)
  • Dentsu Aegis Network (2013–2020)
Company typeSubsidiary
IndustryAdvertising
Founded1966; 58 years ago (1966) (as Centrale d'achats Radio, Affichage, Télévision)
1989; 35 years ago (1989) (as Aegis)
2013; 11 years ago (2013) (as Dentsu Aegis Network)
HeadquartersLondon, United Kingdom
Revenue£1,135.0 million (2011)[1]
£197.2 million (2011)[1]
£81.1 million (2011)[1]
Number of employees
66,000 (2020)[2] (46000)
ParentDentsu
Subsidiaries
  • Fetch
  • 360i
  • AMNET
  • BJL
  • Carat
  • Cardinal Path
  • Gravity
  • Grip Limited
  • gyro
  • dentsu X
  • eCommera
  • ICUC
  • iProspect
  • Dentsu Creative
  • dentsu mcgarrybowen
  • Merkle
  • Fountainhead MKTG
  • Posterscope
  • Webchutney
  • Story Lab
  • Vizeum
  • Amplifi
Websitedentsu.com

Dentsu (previously Dentsu Aegis Network) is a multinational media and digital marketing communications company headquartered in London, United Kingdom, and a wholly owned subsidiary of the Japanese advertising and public relations firm Dentsu. Its principal services are communications strategy through digital creative execution, media planning and buying, sports marketing and content creation, brand tracking and marketing analytics. It is organised into ten main divisions: Carat, Dentsu (operations outside Japan), Dentsu media, mcgarrybowen, Merkle, Fountainhead MKTG, Posterscope, Isobar, Soap Creative, iProspect and Vizeum. Dentsu Aegis Network manages all the Dentsu inc. owned businesses outside the Japan market, which includes the former Aegis Group business that it acquired in 2013. It also includes 360i, Amplifi, Amnet, BJL, Grip Limited, The StoryLab, Data2Decisions, Mitchell Communications, Cardinal Path and psLIVE. It has 66,000 people across 143 countries.

Aegis' origins date back to the founding of the media agency Centrale d'Achats Radio, Affichage, Télévision (Carat) in France in 1966. Formerly listed on the London Stock Exchange and a constituent of the FTSE 100 Index, Aegis was acquired by the Japan-based advertising group Dentsu in March 2013.[3]

History

[edit]

The Carat business can be traced back to the founding in France in 1966 by Gilbert Gross of the media agency Centrale d'achats Radio, Affichage, Télévision (Carat). Gross died in March 2019.[4]

In 1979 WCRS Group was formed as an advertising agency and in 1988 WCRS Group acquired Carat. WCRS Group became one of the fastest growing marketing services groups of the 1980s.[5]

WCRS Group was led by Peter Scott—the "S" of WCRS[6]—who went on to found Aegis in 1989 as a separate company based on the original WCRS media buying division which itself was centred on the French media business Carat.

The old WCRS agency has re-emerged as part of the Engine Group.[7]

In 1990, the name of the company was officially changed from WCRS to Aegis Group.[8]

In January 2012, Aegis acquired Singapore digital agency The Upper Storey.[9]

In July 2012, the Japanese advertising company Dentsu agreed to acquire Aegis for £3.16 billion (US$5 billion).[10][11] Aegis shareholders approved the transaction on 16 August 2012[12] and the acquisition was completed on 26 March 2013 following receipt of clearance from the antitrust authorities of China.[13]

In January 2014, Dentsu established and launched Dentsu Aegis Network which comprises Aegis Business and all the Dentsu-owned companies outside Japan.[14]

In January 2015, Dentsu Aegis Network acquired WATConsult, a digital and social media.[15]

In February 2015, Dentsu Aegis Network acquired Soap Creative, a digital creative agency from Australia.[16]

In December 2015, Dentsu Aegis Network acquired Aspac Creative Communications and Jayme Syfu group, advertising agencies based in the Philippines.[17][18] In the same month, Dentsu Aegis Network also acquired Singapore-based business-to-business agency Band.[19] In January 2016, Dentsu Aegis Network acquired Grip Limited, an advertising agency based in Toronto.[20]

In March 2016, Dentsu Aegis Network acquired marketing analytics agency Cardinal Shop.[21]

In August 2016, Dentsu Aegis Network acquired U.S. marketing agency Merkle.[22]

In September 2016, Dentsu Aegis Network acquired Accordant, a programmatic marketing agency.[23]

In November 2016, Dentsu Aegis Network acquired Gravity Media (Gravity), a full-service ad agency with offices in New York and London, to strengthen its multicultural capabilities.[24]

In December 2016, Dentsu Aegis Network acquired Indian experiential design studio Fractal Ink.[25]

In January 2017, Dentsu Aegis Network acquired marketing company Blue-infinity SA.[26]

In June 2017, Dentsu Aegis Network acquired Singaporean content and publishing agency Novus Group.[27]

In April 2018, Dentsu Aegis Network announced the acquisition of Miami-based digital and performance marketing agency M8.[28]

In April 2018, Dentsu Aegis Network announced the acquisition of Chilean digital and performance marketing agency White Label MKT.[29]

In July 2018, Dentsu Aegis Network announced the acquisition of Argentinian digital and performance marketing agency Global Mind.[30]

In August 2018, Dentsu Aegis Network acquired Australian start-up Amicus Digital.[31]

In October 2018, Dentsu Aegis Network acquired B2B International.[32]

In December 2018, Dentsu Aegis Network acquired digital agency DEG.[33] In the same month, Dentsu Aegis Network acquired data-driven ad firm Videobeat.[34]

In February 2019, Dentsu Aegis Network acquired Singaporean digital marketing agency Happy Marketer.[35] In the same month, Dentsu Aegis Network acquired Manchester-based creative agency BJL.[36]

In March 2019, Dentsu Aegis Network acquired Vietnamese creative and digital agency Redder Advertising.[37]

In June 2019, Dentsu Aegis Network acquired U.K.-based production company Re:production.[38]

In July 2019, it was announced that the Dentsu Aegis Network name will be rebranded as Dentsu from 2020 - in accordance to its "One Dentsu" strategy.[39]

In August 2019, Dentsu Aegis Network direct-to-consumer marketing agency MuteSix.[40]

In December 2019, Dentsu Aegis Network acquired Colombian digital marketing agency Chef.[41]

In January 2020, Dentsu Aegis Network announced the acquisition of DigitalPi, a digital marketing agency focused on business-to-business marketing services.[42]

In April 2020, Dentsu Aegis Network named Wendy Clark as global CEO.[43]

In October 2020, Dentsu Aegis Network rebranded as Dentsu International. This followed a transformational period for the international business, focused on simplifying its offer in three lines of business established across media, customer relationship management, and creative, making it easier for clients to navigate its services.[44]

In July 2021, Dentsu International acquired customer experience and commerce agency LiveArea.[45]

In May 2022, Dentsu International acquired Dig Into.[46]

In June 2022, Dentsu International acquired Irish Salesforce consultancy firm Pexlify.[47]

In August 2022, Dentsu International acquired Indian tech firm Extentia.[48]

In December 2022, Dentsu International acquired Australian consultancy firm Aware Services.[49]

In March 2023, Dentsu International acquired U.K.-based content production firm Tag.[50]

Operations

[edit]

Subsidiaries and divisions

[edit]

Dentsu International comprises Carat, Dentsu (operations outside Japan), Dentsu media, Fountainhead MKTG, iProspect, Isobar, mcgarrybowen, Merkle, Milestone Brandcom, Posterscope, Soap Creative (including its video game branch - SMG Studio), and Vizeum.[51]

References

[edit]
  1. ^ a b c "Interim Management Statement - Media & Digital Communications Group - Aegis Group plc". 5 March 2013. Archived from the original on 5 March 2013. Retrieved 2 April 2019.
  2. ^ "Dentsu Aegis Network Rebrands to dentsu | dentsu international". 28 September 2020.
  3. ^ Wentz, Laurel (26 March 2013). "DENTSU CLOSES $5 BILLION ACQUISITION OF AEGIS GROUP". Ad Age. Retrieved 8 February 2022.
  4. ^ "Disparition de Gilbert Gross, fondateur de Carat et inventeur des agences médias". Stratégies. 28 March 2019.
  5. ^ Marqi, Simon (19 February 2007). "Full service will never be resumed". The Guardian.
  6. ^ Marshall, Caroline (12 April 2004). "Ad hoc: Agency warhorses come charging back for buyout". The Daily Telegraph.[dead link‍]
  7. ^ Sabbagh, Dan (18 November 2005). "Agency finds new power in Engine". The Times. Archived from the original on 12 June 2011.
  8. ^ "History of AEGIS GROUP PLC". Fundinguniverse.com. Retrieved 28 January 2016.
  9. ^ "The Upper Storey joins Aegis' Isobar network". campaignasia.com. 31 January 2012. Retrieved 17 December 2022.
  10. ^ "Aegis sold to Dentsu to create global digital media giant". BBC News. 12 July 2012. Retrieved 30 December 2012.
  11. ^ "Aegis agrees £3.16bn cash offer from Dentsu". The Daily Telegraph. 12 July 2012. Retrieved 30 December 2012.
  12. ^ "Japan's Dentsu to Acquire Aegis Group for $4.9 billion". AdAge. 12 July 2012.
  13. ^ "Dentsu Completes Aegis Acquisition". Adweek.com. 26 March 2013. Retrieved 27 March 2013.
  14. ^ "Dentsu - Global Network". 8 August 2015. Archived from the original on 8 August 2015. Retrieved 2 April 2019.
  15. ^ Dasgupta, Pritha Mitra (30 January 2015). "Dentsu acquires WATConsult at a valuation Rs 180-200 crore". economictimes.indiatimes.com. Retrieved 7 May 2023.
  16. ^ Herrod, Sarah (16 February 2015). "Dentsu Aegis Network Acquires Soap Creative in Australia". bandt.com.au. Retrieved 31 August 2023.
  17. ^ Goh, Gabey (4 December 2015). "Dentsu Aegis Network acquires Philippines' Aspac Creative Communications". campaignasia.com. Retrieved 20 August 2022.
  18. ^ Miller, Matthew (16 December 2015). "Dentsu Aegis Network acquires JaymeSyfu Group in Philippines". campaignasia.com. Retrieved 20 August 2022.
  19. ^ Fullerton, Laurie (7 December 2015). "Dentsu Aegis Network Expands Its B2B Offerings with Acquisition of Band". thedrum.com. Retrieved 18 December 2022.
  20. ^ "Dentsu Aegis acquires Grip". Strategy Online. Retrieved 13 January 2020.
  21. ^ Bruell, Alexandra (10 March 2016). "Dentsu Aegis Acquires Analytics Shop Cardinal Path". adage.com. Retrieved 17 December 2022.
  22. ^ O'Reilly, Lara (8 August 2016). "Dentsu acquires US marketing agency Merkle in a deal worth more than $1 billion". businessinsider.com. Retrieved 17 December 2022.
  23. ^ Maddox, Kate (1 September 2016). "Dentsu Acquires Programmatic Shop Accordant -- its Third Data-focused Buy This Year". adage.com. Retrieved 17 December 2022.
  24. ^ Stein, Lindsay (16 November 2016). "Dentsu Aegis Buys Gravity Media to Foster Multicultural Marketing". adage.com. Retrieved 20 August 2022.
  25. ^ Tewari, Saumya (16 December 2016). "Dentsu Aegis Network buys Fractal Ink for Rs250 crore". livemint.com. Retrieved 15 July 2023.
  26. ^ "Mergr M&A Deal Summary". mergr.com.
  27. ^ "Dentsu Aegis Network acquires Novus, merges it with John Brown Media". The Drum. Retrieved 27 October 2017.
  28. ^ "Dentsu Aegis Network Acquires Digital Agency M8". AdWeek. Retrieved 6 April 2018.
  29. ^ "Mergr M&A Deal Summary". mergr.com.
  30. ^ "Dentsu Aegis Buys Argentina's Global Mind". mrweb.com. 16 July 2018. Retrieved 8 February 2022.
  31. ^ Mason, Max (19 August 2018). "Dentsu Aegis Network acquires Sydney-based Amicus Digital". afr.com. Retrieved 7 May 2023.
  32. ^ McCarthy, John (9 October 2018). "Dentsu Aegis Network acquires B2B International and folds it into gyro". thedrum.com. Retrieved 15 July 2023.
  33. ^ Bruell, Alexandra (18 December 2018). "Dentsu Acquires Digital Agency DEG". wsj.com. Retrieved 7 May 2023.
  34. ^ "Dentsu Aegis Buys Data-Driven Ad Firm Videobeat". mrweb.com. 21 December 2018. Retrieved 7 May 2023.
  35. ^ Glenday, John (21 February 2019). "Dentsu agrees terms for Happy Marketer takeover". thedrum.com. Retrieved 17 December 2022.
  36. ^ Glenday, John (18 February 2019). "Dentsu Aegis acquires creative agency BJL". thedrum.com. Retrieved 25 April 2023.
  37. ^ Samadi, Faaez (20 March 2019). "Dentsu Aegis buys Redder Advertising". campaignasia.com. Retrieved 4 January 2023.
  38. ^ Prior, David (11 June 2019). "Newcastle production company acquired by Dentsu Aegis Network". prolificnorth.co.uk. Retrieved 17 December 2022.
  39. ^ "Dentsu plans to drop Aegis name". Campaign.
  40. ^ Bruell, Alexandra (28 August 2019). "Dentsu to Buy Marketing Shop MuteSix in a Bid for Startup Clients". wsj.com. Retrieved 17 December 2022.
  41. ^ "Dentsu Launches Isobar in Colombia with the Acquisition of Digital Marketing Agency Chef". marketscreener.com. 4 December 2019. Retrieved 17 December 2022.
  42. ^ "Dentsu Aegis Network Builds Out Merkle's B2B Services with Acquisition of Digital Pi". Bloomberg. 28 January 2020. Retrieved 20 August 2022.
  43. ^ Griner, David; ago, Erik Oster|22 hours. "Wendy Clark Named Global CEO of Dentsu Aegis Network". www.adweek.com. Retrieved 7 April 2020.{{cite web}}: CS1 maint: numeric names: authors list (link)
  44. ^ "dentsu". www.dentsu.com. Retrieved 13 October 2020.
  45. ^ Deighton, Katie (7 July 2021). "Dentsu to Buy Customer Experience Agency LiveArea". wsj.com. Retrieved 18 December 2022.
  46. ^ "Dentsu Group Inc. acquired additional 85% stake in Dig into Inc." marketscreener.com. 31 May 2022.
  47. ^ "Japanese multinational strikes deal to buy Dublin's Pexlify". siliconrepublic.com. 20 June 2022. Retrieved 18 December 2022.
  48. ^ "Dentsu acquires Pune tech co Extent". timesofindia.indiatimes.com. 9 August 2022. Retrieved 17 December 2022.
  49. ^ Pash, Chris (14 December 2022). "Dentsu acquires Australian consultancy Aware Services". adnews.com.au. Retrieved 18 December 2022.
  50. ^ Sweney, Mark (7 March 2023). "UK marketing content firm Tag strikes £533m deal with Japan's Dentsu". The Guardian. Retrieved 25 April 2023.
  51. ^ Pritha Mitra Dasgupta. "Dentsu Aegis buys controlling stake in OOH firm Milestone Brandcom". Articles.economictimes.indiatimes.com. Archived from the original on 22 January 2015. Retrieved 28 January 2016.
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