Dentsu 電通

Dentsu acquires Aegis

Aegis Group plc, a UK company with French roots

by Gerhard Fasol

Dentsu’s challenge to grow global footprint while managing cultural differences

On Thursday, July 5th, 2012, Dentsu announced the acquisition of Aegis Group plc, a UK company with French roots, centered on media advertising media buying.

Dentsu’s need to globalize

Driving this acquisition was Dentsu’s need to globalize, to create the necessary global footprint to compete with Publicis, WPP, Omnicom, Interpublic, Havas on one hand, and with newcomers Google and Facebook.

Dentsu Aegis Network created to overcome cultural issues

To overcome the important cultural issues of Japan-focused Dentsu, the “Dentsu Aegis Network” was created which combines seven major global brands:

  • Carat
  • Dentsu
  • Dentsu Media
  • iProspect
  • Isobar
  • Posterscope
  • Vizeum

Dentsu acquires expertise in local markets

This acquisition enables Dentsu to acquire companies in local markets via this new European subsidiary. For European examples, see our listing of Japanese acquisitions in Europe.

Previously, Dentsu had acquired:

  • Steak Group, a UK based digital media group
  • Adjug, a UK based advertising exchange

Report on Japan’s media landscape (150 pages, pdf file):

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