Campaign Asia: ‘Dentsu SEA performed better than usual’

Dentsu continues to make headway as an international creative network, with 55 per cent of its revenues now coming from outside Japan. Progress in Southeast Asia was encouraging, with Dentsu becoming part of Coca-Cola’s global roster and posting billings growth of 8.7 per cent. Southeast Asia reported a pitch-win rate of 75 per cent, winning businesses from brands such as Dulux, Jetstar, Pringles and Far East Hospitality. Wins in China included China Eastern and FAW VW, and in Australia Quantas, Ferrero and the Australia Rugby Union.

An aggressive acquisition spree concluded with that of DM9 JaymeSyfu in the Philippines. Another important move was the purchase of BWM and establishment of MWM Dentsu in Australia in February, which placed it in the top 10 creative agencies in the market in terms of income.

In Japan, the agency remains apparently unshakable. It made a number of changes to its board, which saw the retirement of EVP Yururu Kato and appointment of its first female member, Aysuko Toyama. It also launched Dentsu Ventures, a fund that gives it further connection to industries outside the world of advertising. Sports is a key part of its business too, and in July it was awarded broadcast rights for the Olympic Games across 22 markets.

Creatively, Ted Lim seems to have had a positive impact as the regional CCO. The network won 21 Cannes Lions and 47 Spikes. While Japan, as usual, made the strongest showing in 2015, Dentsu’s offices in Southeast Asia performed better at both festivals than usual.

Global head: Tadashi  Ishii
Company ownership; Dentsu Inc
2014: B-
2015: B-