Dentsu

Profile from the 2007 Agency Report

Published on .

5 Dentsu*
Revenue ($ in millions)20062005% chg
Worldwide$2,950.7$2,887.82.2
U.S$46.5$48.4-4.0
Non-U.S.$2,904.3$2,839.42.3
Employees20062005% chg
Worldwide16,005NANA
U.S.2552444.5
Non-U.S.15,750NANA
Offices20062005% chg
U.S.880.0
Notes: Dentsu is largely composed of eponymous lead agency Dentsu, the world's largest traditional advertising agency, based in Tokyo with offices and subsidiaries throughout Japan, as well as a network of Asian, European and North American shops. In addition, Dentsu holds 35% ownership of the Asian ad network Dentsu Y&R. WPP Group owns the rest of DYR. Dentsu also holds a 15% voting stake in Publicis Groupe, largely the result of Dentsu's 22% interest in the former Bcom3 Group, which was purchased by Publicis in 2002. In January 2006, Dentsu established a third agency in India, Dentsu Creative Impact, New Dehli. Dentsu was to hold 74% of the new venture, with a local management consultancy, Mogae Consultants, owning the remainder. Dentsu Marcom, New Dehli, and Dentsu Communications, Bangalore, are Dentsu's two other Indian shops. Dentsu in February 2006 linked collaboration agreements with Publicis shops Paname in France and BMZ+more in Germany to provide advertising services to Japanese clients in addition to existing national clients. The agreement involved a management-level tie-in rather than an exchange of equity. Densu is unwinding another venture: Dentsu and Publicis�both 45% owners of iSe Hospitality AG, formed to manage and organize hospitality logistics for the 2006 FIFA World Cup�began dismantling the operation in January 2007 for lack of future contracts.
Top executive: Tateo Mataki, pres & CEO
Headquarters: Dentsu*/1-8-1, Higashi-Shimbashi, Minato-ku, Tokyo, 105-7001/Phone: 81-3-6216-5111/Fax: 81-3-6217-5516/URL: www.dentsu.com

An asterisk (*) indicates figures are Ad Age estimates.

Traditional agencies
Cayenne Group
Agency totals
Offices20062005% chg
Worldwide770.0
Notes: Cayenne Group, based in Duesseldorf, is a network of creative agencies in Europe owned 60% by Dentsu. Cayenne has offices in Amsterdam, Barcelona, Milan, Prague and Vienna, among others.
Top executive: Wilfried Klanke, mg dir
Headquarters: Cayenne Group / Rheinallee 9, Duesseldorf, 40549 / Phone: 49-0211-977-69-0 / Fax: 49-0211-977-69-40 / URL: www.cayenne.de


Colby & Partners*
Agency totals
Revenue ($ in millions)20062005% chg
U.S.$21.1$24.6-14.2
Employees20062005% chg
U.S.92105-12.4
Offices20062005% chg
U.S.330.0
Notes: Colby & Partners no longer exists under its old identity and structure following a March 2007 reorganization by parent Dentsu. In that realignment, DentsuAmerica absorbed Colby's Santa Monica, Calif., headquarters and an estimated one-third of Colby's billings. Dentsu also restaged Colby's Brea, Calif., and New York offices as a new Dentsu agency with a name to be determined. The new agency was to handle two key Colby accounts, Suzuki and Sharp Electronics, representing an estimated two-thirds of Colby's billings. (See DentsuAmerica report for more information.) The new agency is run by Paul Katzka, who had been president of the Brea (Orange County) office.
Headquarters: Colby & Partners / 2001 Wilshire Blvd., Santa Monica, Calif. 90403 / Phone: (310) 586-5600 / Fax: (310) 586-5894 / URL: www.colbyandpartners.com


DentsuAmerica*
Agency totals
Revenue ($ in millions)20062005% chg
U.S.$15.6$15.50.5
Employees20062005% chg
U.S.85841.2
Offices20062005% chg
U.S.330.0
Notes: Dentsu's DentsuAmerica (formerly DCA) in March 2007 realigned West Coast and East Coast operations to position the agency to win more business from its long-targeted client, Toyota Motor Sales USA, among others. In the restructuring, Dentsu's Colby & Partners, Santa Monica, Calif., and a small DentsuAmerica media-buying office in Marina del Rey, Calif., combined as DentsuAmerica Los Angeles, based in the former Colby headquarters in Santa Monica. DentsuAmerica Los Angeles clients included Bandai, California Avocado Commission, Domaine Chandon Winery, Japan Airlines, Sage Software and Sutter Home Winery. DentsuAmerica's New York accounts included Toyota (branding work; the interactive business for Scion) and Canon. Dentsu America also has offices in Chicago and San Jose, Calif. "It makes sense to consolidate operations under the Dentsu name in order to further raise our profile in the United States," said Tim Andree, the New York-based CEO of DentsuAmerica, in a statement announcing the restructuring. "This gives our West Coast clients even deeper resources as we expand not only DentsuAmerica's resources but extend the resources of Dentsu to these clients." Mr. Andree told Ad Age that DentsuAmerica was interested in growing business from current clients. "We have a mandate to grow in this market," he said. However, he added, the realignment wasn't "designed to do anything other than to consolidate" offices. Mr. Andree joined DentsuAmerica in June 2006 as the agency's first American CEO. He succeeded Toyo Shigeta, new chief executive at Dentsu Holdings that oversaw some of Dentsu in Japan along with units in Canada and the U.S. Mr. Andree had been CMO and communications officer at BASF Corp. The agency adopted the DentsuAmerica name in May 2006; it had operated as DCA since Dentsu established the agency in 1994. Globally, Dentsu splits the Toyota account with Publicis Groupe's Saatchi & Saatchi. Dentsu owns a minority stake in Publicis. In the March 2007 reorganization, Dentsu restaged Colby's two other offices�Brea, Calif., and New York�as a new agency with a name to be determined. The new agency handled the accounts of Suzuki and Sharp (brands that bumped up against DentsuAmerica clients Toyota and Canon). The new agency retained an estimated two-thirds of Colby's billings; the rest went to DentsuAmerica Los Angeles Rick Colby, Colby's president-executive creative director, left Dentsu in the reorganization. "I'm moving on and have plans to start another agency," said Mr. Colby, adding he was looking to center his new shop more on interactive marketing with local and regional clients.
Top executive: Doug Fidoten, pres; Tim Andree, CEO
Headquarters: DentsuAmerica / 666 Fifth Ave., New York, N.Y. 10103 / Phone: (212) 397-3333 / Fax: (212) 261-4286 / URL: www.ddentsuamerica.com


Integrated marketing agencies
Renegade Marketing Group*
Agency totals
Revenue ($ in millions)20062005% chg
U.S.$7.3$6.021.5
Employees20062005% chg
U.S.684070.0
Offices20062005% chg
U.S.110.0
Notes: Renegade is an advertising agency with a large portion of its business in interactive marketing, sales promo and event marketing, including "alternative" guerrilla and viral marketing efforts. It became part of Dentsu in 1996, and bought back 22% of itself in 1999. The agency was founded in 1993 by Drew Neisser and Shigeo Sugawa.
Top executive: Drew Neisser, pres & CEO
Headquarters: Renegade Marketing Group / 75 Ninth Ave., 4th Fl., New York, N.Y. 10011 / Phone: (646) 486-7700 / Fax: (646) 486-7800 / URL: www.renegademarketing.com


Public relations agencies
Dentsu Communications*
Agency totals
Revenue ($ in millions)20062005% chg
U.S.$2.4$2.27.9
Employees20062005% chg
U.S.1415-6.7
Offices20062005% chg
U.S.110.0
Notes: Dentsu Communications is a U.S. PR and marketing communications agency owned by Dentsu.
Top executive: Yuki Hattori/Jim Miller, pres/mg dir
Headquarters: Dentsu Communications / 225 W. 57th St., 5th Fl., New York, N.Y. 10019 / Phone: (212) 660-6785 / Fax: (212) 660-6797 / URL: www.dentsucommunications.com

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