Dentsu
Integrated Report
2019

Dentsu is supported by its many years of experience, its distinctive and original methods, its efficient tool-backed media planning, and its ability to build media buying tactics. We have also established an environment in which we can utilize our rich, quality content assets through the production of television programs, investment in film production committees, acquisition of broadcasting rights for large sporting events, and other endeavors.
Using this expertise in media planning, our buying power and our access to abundant content, we set up the Integrated Solutions Division devoted to comprehensive media content planning. The division provides optimized and seasonal media plans designed to resolve branding issues.
Through this division, Dentsu is applying its expertise and executive abilities to develop and provide comprehensive media plans. These serve both the mass media of yesteryear and the wide range of new digital media, represented by ever-changing and growing social networking services and video sites.

Advertising is undergoing many changes, as client advertising needs and consumer's access points no longer fit past frameworks. With society maturing, sports and entertainment content are becoming an increasingly indispensable part of our cultural lives.
As Dentsu continues to take on the challenges of content production one sees its ability to innovate and produce wide-ranging communication by delivering universally exciting sports, movies, music and other media to a broad sector of the community.
Dentsu has been appointed exclusive marketing agent for the Tokyo 2020 Olympic and Paralympic Games, and will contribute to the success of the Games by selling related marketing rights.

The spread of digitalization and the ongoing evolution of technology have driven changes in consumer behavior. These, in turn, are fuelling demand for comprehensive digital marketing. Companies must, therefore, break away from traditional individual marketing activities, while marketing service companies are expected to provide comprehensive professional support services.
Dentsu, thus, continues to disrupt the traditional marketing silo format to provide integrated services. It will offer consulting, development, implementation, management, and operation support in all digital marketing domains.

The spread of digital and social media, changes in consumer values and behaviors, and the evolution of technology, such as big data, are steadily transforming company– consumer relationships. Companies are finding it difficult to produce adequate results unless they are able to coordinate marketing processes and individual-focused measures.
To this end, Dentsu refers to this significant change as “marketing convergence” and is developing and providing integrated solutions for the modern issues clients face.
In the context of integrated, people-driven marketing, the methods we have accumulated over the years are concentrated and optimized. The resultant framework enables us to work out and evaluate measures and policies from a broad perspective.
We are aiming to become a partner that tackles client issues head on, by providing leading comprehensive marketing solutions for a new era, as well as marketing design that engineers mechanisms to support continued sales.

The field of promotion is evolving thanks to the digital environment. At the same time, designing the customer experience, in the context of purchasing behavior, has become the main goal.
Encouraging purchases merely through product appeal is now difficult, and efforts to isolate consumer needs are pushing further ahead during an era in which large volumes of information are exchanged among customers.
Dentsu is responding to this high-level evolution by building promotion systems that provide specific measures based on the PDCA cycle and offer clear returns on investment. We will not stop at offering more intelligent storefront communication. In addition, we will provide knowledge regarding social networking services, web videos, and devices such as smartphones, while also offering optimal digital solutions, including tools related to online-merges-with-offline marketing.
We concentrate our energies on activation and ideas that match target preferences, and on creativity that enhances the value of customer experiences. These efforts are rewarded with many internal and external awards each year.
Further, we are well versed in space branding methods that influence behavior by making experiences more dramatic and impressive, thereby increasing their value.
Promotion by the Dentsu Group results in marketing return on investment, and maximizes the value of customer experiences, while optimizing purchasing behavior. Thus, we will continue to develop the basics of promotion.

Dentsu proposes optimal solutions based on a theme of innovative creativity by combining ideas, media, and human resources with a freedom that is not constrained by established concepts, the digital realm, or tradition.
All of Dentsu’s approximately 900 creative people are innovators. With each creator applying their own characteristics, they create roughly 900 individual solutions that allow them to respond to a wide variety of communication issues.
The Creator of the Year award is granted annually to the individual who produced the most excellent creative work during the year. A representative from Dentsu has been the recipient of this award 28 times out of 30, and most recently in 2018. This level of frequency speaks volumes for the capabilities of our creative staff.
Dentsu’s creativity is held in high esteem throughout the world, having won many advertising awards at home and abroad.

The essence of PR can be found through the process of talking with people around the world to achieve consensus. But the process is not possible without the formulation of strategies based on global perspectives. Breaking with a purely advertisementbased approach, we aim to change consumer attitudes by involving experts and media with third-party perspectives and using social media. Public opinion is increasingly being influenced by social media as a forum through which consumers can express themselves.
By collaborating with all Group companies, Dentsu will be in a position to provide integrated planning that combines PR with advertising, creativity, digital technology, promotion, and content. We will contribute to both client branding and reputation management through global consensus-building and the strategic alignment of global and client perspectives.

Japanese companies pursue larger markets across the globe at an ever faster pace. Thus it is becoming increasingly important for them to know how to communicate the appeal of their products to unknown consumers who speak other languages and are the products of different cultures.
With the major events of 2020 just around the corner, Japan continues to be a focal market for overseas companies. At the same time, interest in the proper approach to Japan’s distinctive markets and media environments is growing.
Dentsu provides domestic and overseas client companies marketing and communication services aimed at accelerating this kind of business intersection, contributing indirectly to societal and economic development.
Further, Dentsu now is able to propose a wide variety of solutions that involve the resources of Dentsu Aegis Network. Using this ability to our advantage, we will provide marketing services that utilize the strengths of Japan and other nations to best meet customer needs.