Soon after launching its third agency in India, Dentsu India has started a new arm called Dentsu Digital, which will focus on Dentsu’s initiatives in interactive, mobile marketing and online trading space. The agency is also in the process of setting up Lastminuteinventory.com, a portal to buy and sell commercial airtime.
Dentsu Media Palette CEO, Sharad Jain, said, “The structure of Dentsu Digital is already in place. To start with, it is part of the Dentsu Media organisation. We are currently putting together a team.”
Dentsu India Chairman, Sandeep Goyal, said, “Dentsu India will focus on sports marketing as well. Dentsu has been marketing sports for nearly 50 years now. It markets the Olympics globally. In India, our focus is cricket and soccer for now.”
Jain further said, “Dentsu Japan is a leader in mobile marketing and has joint ventures with mobile phone carriers NTT DoCoMo and Softbank in Japan. We have similar JVs with operators in other parts of Asia. Dentsu has recently announced plans to start a new mobile advertising joint venture in China, which is not affiliated with any particular mobile operator. Our model for India will be drawn based on our experience in these markets as well as our assessment of what will be the best fit for the Indian market.”
“We are moving ahead with the Lastminuteinventory.com project and the portal will be launched shortly. We are bringing Dentsu’s expertise in the digital space to India and want to be the market leader in the digital media space,” Jain said.
The agency also expects to acquire stakes in a below-the-line marketing outfit and an events company soon. Goyal said, “We are in talks with several agencies. Research will become an important focus of our business in 2007 and these investments will help us in delivering our larger Dentsu promise of ‘communication-without-lines’.”
“Dentsu’s Japanese business only accounts for about 40 per cent of its income,” informed Goyal.
Besides Toyota, Honda, Canon, Yamaha and other Japanese clients, the agency handles a clutch of Indian brands as well such as Raymond Apparel, Tata Tea, Rasna, Amrutanjan, Pass Pass, Jaypee, Jindal, HCC, and Biocon, among others. The agency has set up offices in Bangalore, Mumbai, Delhi, Ahmedabad and Chennai, and plans to open its office in Kolkata in 2007.
Recently, Dentsu announced the launch of its third agency – Dentsu Creative Impact – in India, after the launch of Dentsu Communications and Dentsu Marcom. Dentsu Creative Impact will be a boutique creative services provider. Masahiro Fukada, a Senior Creative Director at Dentsu Tokyo, has been brought in to head the new agency.
Dentsu launches third agency in India, brings in Sr Creative Director of Dentsu Tokyo to head ops