What We Do
Making you Future-Proof.
Advertising is a huge responsibility. When done right, it makes consumers feel good about a brand. When done extremely well, it doesn’t even feel like advertising. It is something more personal: it’s entertainment, it’s art and it’s a solution. For each of our clients we seek the breakthrough moment of insight that inspires an ongoing interaction, maximizes loyalty and encourages evangelism via unlimited media outlets. By creating a collaborative partnership, a "sacred trust" is formed with our clients, one that allows us to get to the heart of the issues and strengths and lets us help the brand evolve.
We like to think of our role as the intermediary in the personal relationship between your customer and your brand. Our ability to help propel brands forward within a highly competitive and innovation-driven world has been a key factor to our success in Japan and worldwide. In fact, it is our corporate mission to cultivate ideas that reach beyond the imaginable and leverage technology that crosses the boundaries of possibilities.
Successful results in the face of constantly changing economic, marketing and technological environments means embracing change and meeting the challenges with more innovative thinking – ideas that live comfortably in digital, traditional and non-traditional applications. Today, we work with clients whose businesses are focused on forward thinking. These are brands with a sense of unique momentum that are, in part, powered by Dentsu innovation and our obsession with their future relevance.
Whether it’s developing a global brand image for our clients or establishing a brand identity on a national level, Dentsu America has expertise in all creative and strategic disciplines. With an integrated team of planners, designers and conceptual brand architects, we have reinvented, refreshed and repositioned brands to be relevant and effective in today’s competitive environment, where a brand needs to co-exist within the milieu of other brands.
With the speed of business today, especially in fast-moving industries, technology can make the process happen faster and more efficiently.
Our in-house studio and traffic team works closely with the account, creative and media teams to shepherd the entire production process, from generating mechanicals and mounting, to pre-press checks with vendors, to releasing ads for publication. Our editing facilities extend our capabilities and enable us to handle dupes, video production, DVD authoring and editing for our clients.
For our clients, a large piece of a "complete" marketing program is reaching their audience through experiential brand events, an area of expertise we’ve developed through in-house capabilities, partnerships and the Dentsu international resources. From building large-scale product expositions, to staging one-off events, we work closely with clients to implement programs that bring the brand directly to the target audience. Our Events Marketing capabilities include:
- Product launches, mobile tours, event teams/staffing, sampling initiatives and special events
- Promotion planning, implementation and fulfillment (consumer and trade)
-Online/offline event integration — 360 digital public relations & digital awareness and engagement
- Retail and field activation (shopper marketing, loyalty programs, etc.)
- Partnership Marketing
- Talent procurement (endorsements, promotional use, appearances, etc.)
With an Academy Award under our belt, a partnership with a Major Motion Picture studio, and deep-rooted relationships with global sports entities like FIFA and the NBA, it’s safe to say Dentsu has an unparalleled connection to Entertainment and Sports. And with several initiatives relating to Branded Integration Sponsorship, Licensing, Original IP and Content Creation – all poised for growth – we plan to remain leaders in the space. Combine this content know-how with innovative ways to deliver it to consumers through the ground-breaking technologies that come out of out Mobile Arts Lab, and you have Dentsu Content.
Over the past five years, not only has the media climate shifted drastically, but consumers have become savvier, technology is advancing with blinding speed, and social networking has made it possible for messaging to travel to exponentially larger, trusted audiences. Customers no longer passively absorb advertising — they seek it out, share it, critique it, and in some cases, create it.
So to build a different future, we start by understanding the past and present. We conduct workshops with our client and the integrated agency team to discover all aspects of the brand, consumer, as well as the broader cultural and technological context that will drive the process and lead to the strategy. We explore, interrogate and dissect their brand.
Our strategy development is what informs creation and innovation, and gives us the ability to deploy a platform via an integrated campaign to reach customers through strategically-aligned mediums and channels, and to think beyond communications and onto supportive, creative business ideas.
Digital is not a division, a category or discipline. It is integrated in every platform we create for our clients. Building digital platforms allow brands the digital omnipresence needed to be an integral part of consumers' lives. As the digital realm continues to expand and evolve at an accelerated rate, Dentsu remains focused on harnessing innovation from all corners of the globe.
At Dentsu, we pride ourselves on having dedicated resources to evaluate the digital marketplace, technology advancements and industry changes, as well as maintain a stable of go-to execution partners. All of this while expertly managing the overarching process, so deliverables are on time, on-budget and on-target. Our structure has been set up for a fluid exchange of ideas, platforms and partnerships. While we leverage best-of-breed vendors in the latest directions, we insist on a number of key competencies in-house through our partner agency 360i.
Search marketing is an opportunity to be relevant and in front of the consumer while they are seeking. But as the landscape changes and the engines evolve, the fight to stay relevant and being well-placed is becoming even more challenging. As innovators and pioneers in paid search and SEO for more than a decade, our teams expertly navigate clients' brands to the top of the search pages. We create the technology that will power high-performing, integrated search programs of the future. The largest brands with the most complex search campaigns in the world turn to us to manage their SEM programs. With over $450mm in SEM spend, we stand apart in our ability to manage large-scale search marketing programs and take them to the next level.
As technology evolves, mobile consumption habits continue to demonstrate unfettered growth. Which means opportunities for marketers to connect with consumers, wherever they may be, are without limit. The audience is there, and so is the hype. But how can marketers navigate this new terrain without getting caught up in the "mobile mystique"? At Dentsu America, mobile is much more than another media buy. Every day, new opportunities emerge at the crossroads of mobile, search, local and social that connect brands with consumers in new and exciting ways. Our mobile approach is to develop integrated, earned and paid media programs for brands that align with offline marketing objectives. When it comes to mobile marketing, we know what's hot, we know what drives results, and we know how to make it work for your brand.
Consumers today can instantaneously tap into what their closest, trusted peers think about a particular product or service. Whenever and wherever they want. This presents brands with new challenges. But at the same time, it’s a tremendous opportunity to forge deeper relationships with consumers than ever before. It's not about a Facebook or a Twitter strategy or being on Foursquare. It's about connecting with consumers and providing a value-exchange that encourages them to engage in a dialogue and develop a relationship with you. It's about moving beyond the campaign, to building relationship programs that will drive business objectives. Our team is made up of some of the most creative and experienced social strategists, digital publicists, community managers and digital developers in the industry. They've created and executed hundreds of social programs, managed some of the largest brand social communities in the world, and devised strategies for marketers looking to join or expand their brand in social spaces.
The Dentsu America media department is singularly focused on growing our clients' businesses through smart media investments, aggressive negotiations and swift ROI. Our never-unbundled belief in the power of ideas ensures every plan starts with a clean sheet of paper, no pre-conceived notions, no silos or lofty cloud thinking.
Our team approaches every opportunity in a seamless online/offline manner and ensures a mindset of media neutrality. We are equipped with global proprietary media tools and methodologies – like Valcon and AISAS – that surpass the resources available to most agencies our size.
To us, "future obsessed" means leveraging the learnings from our new book The Dentsu Way, and developing the communications approach we call "Cross Switch." Based on global insights on how consumers interact with brands, media and messages, we’ve redefined global practices from reach & frequency to building depth and relevance.
"Future obsessed" and "Cross Switch" are about strategies that draw consumers out of the protective shell they’ve built around themselves in today’s media-rich environment. It means strategy that obsesses about how things can be new and fresh, not solving yesterday's problems with stale, syndicated data.
For many clients, sports play a big part in a total communications-marketing plan. It is truly one of the most direct and powerful ways to reach an audience. Boasting one of the world’s leading sports marketing firms, nobody understands the multi-dimensional opportunities sports offers like Dentsu.
As the sports arm of Dentsu Inc., Dentsu Sports America helps clients to cultivate new sports marketing business opportunities in the U.S. and Central/South America. A service that has been within our organization since the 1984 Los Angeles Olympic Games. Since then, we’ve not only handled marketing rights for major international sporting events, but together with Dentsu Inc., and all of our Dentsu Network Sports properties, we provide strategic support and services to potential sponsors and many sports organizations.
Through Dentsu Sports America, we are able to offer clients a creative platform that serves as a multi-dimensional marketing tool. From on-site promotions, events, PR, media and advertising, to broadcasting rights management, sponsorship sales, merchandising, licensing, and event and athlete representation, we open the field to myriad marketing solutions. We have extensive relationships with various sports leagues and federations, including, MLB, NBA, NHL, MLS (SUM), USTA, USTF, IAAF, FINA and OCA.
Already a bestseller in Japan, The Dentsu Way is now available to the western world. In the book, Chief Creative officer Kotaro Sugiyama and Executive Officer of Dentsu Inc., Tim Andree, unveil the key strategies behind the company's innovative thinking and unprecedented success.
For over a century, Dentsu's progressive blend of culture and philosophy has yielded a host of visionary ideas and award winning campaigns. The key ingredient to Dentsu's unstoppable growth is a proprietary approach to communications aptly referred to as "Cross Switch." It is an original term coined by Dentsu to express the concept of "flipping a switch in the consumer's mind." Born from the accurate assumption that the modern consumer no longer responds to the traditional methods of advertising, Cross Switch employs a variety of unique techniques across media types. The objective is to seamlessly sway and direct the consumer toward new levels of engagement with a brand’s products or offerings. You can learn more about our Cross Switch method here: www.dentsu.com/crosswitch
And be sure to read THE DENTSU WAY and see how the Cross Switch method creates the scenarios to move the philosophy, psychology, design and concept of a campaign across media and multiple contact points.
The Dentsu Way will be available starting December 17th.
Pick the book up here: