Dentsu Communications will now be known as Dentsu India, Dentsu Marcom as Dentsu One and Dentsu Creative Impact as Dentsu Impact
Dentsu is expected to create a separate team for the brand with members from planning, below-the-line, and creative departments among others.
Mumbai: Dentsu Aegis Network India, the third largest media and advertising group in India (by billing and revenue), announced on Tuesday that it will rebrand three of its agencies to align itself better with global and regional structures.
The move to rebrand the agencies will see Dentsu Communications now be known as Dentsu India. Dentsu Marcom will now be known as Dentsu One and Dentsu Creative Impact will now be known as Dentsu Impact.
Meanwhile, Taproot Dentsu and Dentsu Webchutney remain unchanged.
“We service big multinational clients who operate in different countries. So we decided that it made sense to have the same branding, tools and approach across markets to ensure consistency for the client,” said Ashish Bhasin, chairman and chief executive officer of Dentsu Aegis Network, India & South Asia. “This new nomenclature is a first step towards expanding and reinforcing the global and regional services we provide our clients in India. It will help us serve our global clients better as well as acquire more new business.”
This change has also been essential as the company gears up to become the number two player in the Indian market by end the next year, thereby overturning 80 years of historical rankings in India, said Bhasin. The Dentsu Aegis is currently the third largest network in the Indian market in terms of billing and revenue, behind the WPP group, which leads the pack followed by the IPG Group at number two. The network which has both media and advertising agencies on its roster, services a host of clients which include Airtel, Nokia, British Airways, General Motors, Mastercard and Maruti, among others. The networks top 20 clients account for 65% of their revenue. Moreover, unlike most other groups, close to a third of their revenue comes from new media and digital.
“We are consolidating our capabilities under a global agency network, with a uniform identity across markets, in order to strengthen the coordination across our network and expand the high quality service we consistently provide. The most important ingredient in creating innovation in an ever-changing environment is collaboration. This realignment will fuel just that in newer, more efficient ways. This will help us further accelerate the tremendous success that Dentsu Branded Agencies have experienced in India over the last year, including the spectacular performance at Goafest awards and in the area of new business,” added Bhasin.
Beyond the change in nomenclature, there will be no change in the leadership, structure or staff of each of the individual units. Simi Sabhaney will continue as chief executive and Vipul Thakkar as National Creative Director (NCD) of Dentsu India, Harjot Narang as President and Titus Upputuru as NCD of Dentsu One, and Amit Wadhwa as President and Soumitra Karnik as NCD of Dentsu Impact.
Meanwhile, Narayan Devanathan continues as the Group Executive & Strategy Officer of Dentsu Branded Agencies, India.