dentsu unifies creative agencies to form global network Dentsu Creative

Dentsu international has created a new global creative network, Dentsu Creative, uniting its creative agencies including DentsuMB, 360i and Isobar, and expanding its entertainment, earned attention and experience capabilities. Led by Fred Levron (pictured left), who joined dentsu international as chief creative officer last November, Dentsu Creative will be comprised of 9,000 individuals in 46 markets connected to 37,000 media and CXM experts across dentsu international and collaborate closely with dentsu’s creative team in Japan. Further leadership announcements will be made in the future. 

According to the agency, the launch is part of a broader strategy aimed at simplifying client engagement and injecting creativity in everything dentsu international does. Dentsu Creative blends dentsu’s Japanese heritage and craft with its experience of building brands in the modern media landscape.

According to dentsu, a striking visual identity has been crafted as a creative expression of East meeting West, a signal of the network’s dedication to craft and the transformative power of creativity and to help Dentsu Creative attract and retain the best creative talent. This follows Dentsu Group's announcement in February of an approximately US$1.85 billion to US$2.22 billion acquisition investment fund for 2022 to 2024. 

Levron said: "If you had the chance to build a brand new global creative network designed for the modern world, what would it look like? That is what we are answering with the launch of Dentsu Creative." According to him, clients, talent and the industry at large are craving for a change: in the way dentsu builds brands, in the way it collaborates and in the role ig gives to creativity. "If the current players have set the rules of the previous century, we have the ambition to set the rules for the decades to come," he said.

Meanwhile, Wendy Clark (pictured right), dentsu international's global CEO, added that the agency is fortunate to draw from its Japanese heritage steeped in a relentless focus on craft, innovation and creativity.

"This legacy inspired our vision for modern creativity that was born in Japan and raised in a connected world. Dentsu Creative offers a simplified, modern creative proposition that answers clients’ needs for us to break down agency silos and inefficiencies and seamlessly connect our talent around the right client opportunities at the right time," she explained.

At the same time, Amit Wadhwa, CEO India, Dentsu Creative said the agency has over the years, time and again demonstrated innovation through creativity. With Dentsu Creative, Wadhwa said the agency will unite its creative talent under one brand. "This will further simplify client engagements and strengthen our creative prowess," he added.

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