Difference between revisions of "Dentsu"
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− | Brian Moeran | + | Brian Moeran A Japanese Advertising Agency: An Anthropology of Media and Markets (Richmond: Curzon Press 96). |
==history== | ==history== |
Revision as of 14:14, 3 December 2005
introduction
- Dentsu is the largest advertising conglomerate firm in Japan (controlling over 30% of the total market by revenue and an estimated 40%-50% of commercial airtime on Japanese television) and one of the largest advertising conglomerates in the world. It operates in 27 countries. 95% of revenue currently comes from Japan.
- Like Havas, it began as a news service and advertising agency. In line with Japanese and major overseas competitors the group's services include media and event planning, market research and public relations. It also has large-scale printing, data processing and systems integration, music publishing, exhibition, film and other operations.
- It has alliances with WPP (eg a partnership with US-based Young & Rubicam) and a stake of around 15% in Publicis. Source [1]
Subsidiaries
Dentsu group holdings include
Japan
Dentsu East Japan Dentsu West Japan Dentsu Kyushu Dentsu Hokkaido Dentsu Tohoku Dentsu Tec Ad Dentsu Tokyo Dentsu Kosan Service Dentsu Public Relations Dentsu Research Information Services International-Dentsu, Dentsu Eye Dentsu Management Services Ad Dentsu Osaka Ad Dentsu Inc. (Nagoya) Ad Dentsu Inc. (Hokkaido) Dentsu Music Publishing Dentsu.Com Dentsu Casting & Entertainment Music Gali cyber communications Creative Associates Dentsu, Young & Rubicam (50%) impiric dentsu Dentsu, Sudler & Hennessey
elsewhere
Dentsu Holdings USA Dentsu Holdings Europe Dentsu Oceania DCA Advertising Renegade Marketing Group DCC Communications Sports Culture Excellence Collett, Dickenson, Pearce UK Advertising Sharp Image Creative Services Travissully Rose Abascal Cayenne Werbeagentur BlueChip Agentur für Public Relations & Strategie indigo : Werbeagentur BLD Europe Production Concepts CCP Positioning AVA CDP Europe Almeida, Vaquero Y Associados Dentsu Pacific SSB Advertising Starcom Worldwide (Australia) Mediactive Great White Light Dentsu (Taiwan) Dentsu Commex Dentsu(Thailand) Leads Co Pro Q Kuo Hua Advertising - Taiwan Lord Group - US Renegade Dentsu - US cdp-travissully -UK Colby & Partners - US BLD Europe - Belgium DCC Communications - Canada ISL - Switzerland CCP Positioning - Italy ISI-Dentsu of America
stakes in
Publicis (15%) Phoenix Communications Inc. Video Research Ltd. DCTP Entwicklungsgesellschaft für TV-Programm mbH The Lord Group, LLC RPM Radar Reklam Pazarlama Müsavirlik A.S. The CDP Media Co., Ltd. Duvoux, Roesch et Associes S.A. 154 S.A. Caetsu Publicidade S.A.
Further reading
Brian Moeran A Japanese Advertising Agency: An Anthropology of Media and Markets (Richmond: Curzon Press 96).
history
This chronology is indicative only. Context is provided by the broader communications/media timeline.
1901 Dentsu founded as Japan Advertising & Telegraph Service (JATS) news service and advertising agency
1936 news service hived off from agency
1955 JATS renamed Dentsu
1975 establishes Information Services International-Dentsu as a joint venture with GE to provide computer timesharing and other data services
1980s forms Dentsu Y&R joint venture to operate network in Asia with Young & Rubicam
1988 gains Japanese government recognition as systems integrator
1996 forms Cyber Communications inc joint venture with Softbank
1999 Leo Burnett and MacManus merge to form The Leo Group
2000 Leo and D'Arcy Marius Benton & Bowles merge to form BCom3
2000 buys stake in US advertising group BCom3
2001 takes 15% stake in Publicis when Publicis buys Bcom3