Dentsu Aegis launches dentsu X globally through Dentsu media rebrand

Launch comes on the back of celebrating agency's highest-ever new business rankings and longstanding success in Asia Pacific

June 8, 2017- Dentsu Aegis Network today announces the launch of dentsu X, an integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights, following the rebrand of the Group's media specialist - Dentsu media.


dentsu X logo

The new proposition, "Experience Beyond Exposure", relays the brand's strong belief in the power of experience over exposure. Inspired by the idea that personalised and relevant experiences are key for brands to attract, acquire, convert and retain customers, dentsu X is designed to help brands create integrated and personalised marketing solutions to cut through the noise in the media market and meet rapidly changing consumer demands.

Building on the agency's strong success spanning over 18 years in 13 Asian markets, as well as a strong presence in Canada and Russia, dentsu X will roll out in some key markets in EMEA within this year.

Bringing Dentsu media's longstanding success in delivering one-stop integrated solutions in the East, dentsu X will combine high quality creative and strategic capabilities with insight experts possessing cultural and behavioural knowledge. This helps brands come together with people and identify key values and motivations through the use of data.

Takaki Hibino, Global Brand President of dentsu X, who will continue to lead his successful team within the new dentsu X brand globally, commented:"When Dentsu media was first launched in 1999, the use of the word 'media' had a very limited meaning. For close to two decades, Dentsu media alongside its sister creative agencies has expanded to offer much more to our clients than that original definition could describe. This is why we evolved its identity to reflect the potential of our brand and selected 'X' to represent the importance of delivering unique experiences. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop these experiences for clients that are truly focused on digital solutions."


Takaki Hibino, Global Brand President of dentsu X

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said:"Dentsu media is unique as a scaled homegrown Asian agency network. Integrating with the rest of the Dentsu Aegis Network portfolio of agencies has propelled its growth so that it currently leads the Campaign new business tables."

"This change of branding serves to better reflect the agency's capabilities and further enhance its position as the leading Asian agency network." Nick added.

Motohiro Yamagishi, CEO of Dentsu Aegis Network China, commented:"We've been implementing and upgrading our global one operating model to drive deeper collaboration among the network brands. With the rebranding, dentsu X, together with the Group's other brands and talent teams in China, are united under the 'holistic + specialist + integrated' model to enable quick access to our customized services and solutions for our clients."


Dentsu media in China has been a department of Beijing Dentsu, and dentsu X in China is keeping under Beijing Dentsu after rebranding. Akimasa Baba, CEO of Beijing Dentsu, said:"The strategy of Beijing Dentsu is to provide data-driven integrated marketing services, in order to build sustainable and strong brands to clients. In this process, Dentsu media plays a very important role with the unique advantage in a full range of media planning and buying from online to offline, and content marketing. After rebranding, dentsu X will become a member of the group network, which will help Beijing Dentsu to obtain more global clients cooperating with other group members. At present, more and more China's enterprises want to go global. It is our opportunity to go to the world while dentsu X helps clients to achieve the goal of globalization."

The rebrand of Dentsu media to dentsu X is effective today.



About dentsu X

dentsu X rebranded from Dentsu media which was launched in 1999. "X" means experience which it values most in its offerings as a global brand. Leveraging longstanding success of Dentsu media in delivering one-stop integrated services, dentsu X is designed to help brands create integrated and personalized marketing solutions to cut through the noise in the market and meet rapidly changing consumer demands. By materializing its tagline "Experience Beyond Exposure", dentsu X builds new business model, and be more integrated and cutting-edge agency brand in this consumer demand led economy. dentsu X is headquartered in Tokyo and has 29 offices in 17 markets worldwide with more than 1,500 communication specialists.