Dentsu has announced the India launch of its global media brand Dentsu Media. Dentsu Media will control group-wide media buying, as well as act as custodian of Dentsu’s proprietary media tools and database such as Valcon, ContactPoint Management, D-VAST, VextMiner and others, in India. This will significantly enhance the media value creation for the clients of the three Dentsu agencies in India -- Dentsu Communications, Dentsu Marcom, and Dentsu Creative Impact.
“Dentsu has enjoyed tremendous growth of business in India in its three years of existence. In the full service agency format itself, we were operating on a Rs 400 crore-plus buying base in media. Having a formalised media brand gives us a level playing field against media independents, and paves the way for aggressive media AOR business outside the confines of Dentsu agencies for us,” said Sharat Jain, CEO, Dentsu Media.
“The creation of an independent media entity will hasten our growth in India in interactive media, mobile marketing, content creation and sports marketing -- all business domains that Dentsu excels in globally,” added Jain.
The media divisions of Dentsu Marcom and Dentsu Communications will also be re-branded as Media Palette and Media Cubic respectively. These media brands will be embedded operationally in respective agencies to continue to provide seamless media services to current clients. However, concurrently, the newly branded media outfits will now also explore developing non-Dentsu business under their respective umbrellas.
While Jain will be based in Delhi, Sanjoy Chakrabarty, COO, Dentsu Media, will be based out of Mumbai. Takashi Koyanagi, on secondment from Dentsu Headquarters in Tokyo, is Executive Vice President. He spearheads the new initiatives in the interactive and digital space, based on his long experience in Japan in these areas.
“The launch of Dentsu Media will enable Dentsu entities in India to offer communication-without-lines to its clients and gather leadership in a cluttered market place,” said Y Inose, Director, Dentsu Media Network.
“In the next few weeks and months, we will be unveiling a lot of our global tools in India. ContactPoint Management itself is ready to be rolled out with data across more than a dozen hi-interest categories. The data has been gathered over the last three to four months. A number of digital initiatives are already into active launch. We will look pro-actively at media-engagement beyond current offerings of traditional media agencies. We have the resources, the lineage and the experience globally to offer a far better media product,” elaborated Jain.