DAN rebrands Dentsu Media as dentsu X with new proposition

Dentsu Aegis Network today announces the launch of dentsu X, an integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights, following the rebrand of the Group’s media specialist – Dentsu Media. The rebrand of Dentsu Media to dentsu X is effective today. 

The new proposition, “Experience Beyond Exposure”, relays the brand’s strong belief in the power of experience over exposure. 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 in the media market and meet rapidly changing consumer demands. 

Bringing Dentsu Media’s longstanding success in delivering one-stop integrated solutions in the East, dentsu X will combine high quality creative and strategic capabilities with insight experts possessing cultural and behavioural knowledge. This helps 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 creative agency partners 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 and selected ‘X’ to represent the importance of delivering unique experiences. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop these experiences for clients that are truly focused on digital solutions.” 

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, added here, “Dentsu Media is unique as a scaled Asian agency network. Integrating within Dentsu Aegis Network portfolio of agencies, it has propelled its growth so that it currently leads the Campaign new business tables.” 

He further said, “This change of branding serves to better reflect the agency’s capabilities and further enhance its position as a global agency network.” 

Divya Karani, CEO of dentsu X India, commented, “Dentsu Media has always believed in reaching ahead, anticipating and embracing change. ‘Experience’ is the currency in the brave new world we live in. dentsu X delivers to this.”


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