Dentsu Aegis begins network restructure with three brand merger

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London-based media and marketing firm Dentsu Aegis Network has announced the start of a simplification process of its services by merging three brands into a new unit called ‘dentsu X’. 

The firm said the merger will create a new modern marketing agency for the UK, which combines market leading skills in media, technology, creativity and data to help brands create valuable experiences for their customers.

This new agency will house 200 experts working to fulfil the proposition ‘Experience beyond exposure’ by offering clients integrated marketing solutions that focus on the entire customer experience.

Combining capabilities

The new dentsu X combines existing media planning and buying capabilities with the complementary expertise of Dentsu Aegis Network’s digital agency 360i, mobile-first specialists Fetch, and social experts ICUC. 

The combined entity will boast a client list that includes some of the world’s biggest and most exciting brands such as Jaguar Land Rover, Converse, Lidl, United Airlines, and Square.

dentsu X will operate out of the network’s UK headquarters at Triton Street in Regents Place, London, and will be led by chief executive Patrick Affleck, formerly CEO of Fetch UK. 

Patrick brings a wealth of global experience working within some of the most respected digital and media agencies in the industry including 360i USA, Vizeum and ZenithOptimedia.  

Affleck: Tackling any challenge for clients

“dentsu X has been designed by and for the digital economy”, said Affleck, Chief Executive, dentsu X. 

“By bringing together such diverse and dynamic talent we can tackle any challenge for our clients, devising more creative solutions to solve these in an effort to grow their brands and businesses faster. 

“We’re excited to get going and to realise the potential of all of these brilliant minds working together.”

Global president relocates

In a demonstration of dentsu Inc’s commitment to scale dentsu X in western markets, global president Mike Nakamura, has also recently relocated to Dentsu Aegis Network’s London headquarters.

“I’m really excited to be expanding dentsu X’s presence in the UK market by combining the talents and strength of four great agencies built for the digital economy”, said Mike Nakamura, Global Brand President, dentsu X. 

“dentsu X has been regarded as ‘the fastest growing agency network’ in the past few years and now has a footprint in 50 markets under our mantra of ‘Experience beyond exposure’. 

“We go beyond media; we go beyond advertising; we are able to contribute more to clients’ businesses by leveraging our unique expertise. 

“dentsu X UK will be one of our most advanced offices globally and will be the hub of innovation in western markets, changing the centre of the gravity in our network and realising our meta-national concept.” 

Euan Jarvie, Chief Executive, Dentsu Aegis Network UK & Ireland said: “dentsu X is the first global media agency born out of the buoyant and technologically advanced Asian market, this immediately makes it unique within out sector. 

“By bringing these four strong, growing agencies together under a single identity, we’ve not only created one of the biggest agencies in our UK network but underlined our commitment to offer our clients integrated services. 

“It is a network designed for and by the digital economy and possesses nimble processes to get to results fast.”

The company said the process of bringing all four agencies together is already under way and will be fully completed by 1 January 2020.

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