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This
profile deals with the Japanese Dentsu advertising group.
It covers -
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.
holdings
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.
studies
There is no major English-language study of Dentsu. A
perspective is provided by Brian Moeran's 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
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