Dentsu launches boutique agency

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[Tokyo] Dentsu Group is opening a wholly owned boutique ad agency Sept. 1 in Tokyo called Rewind, part of a strategy to expand its already large one-third share of the Japanese market. Rewind will specialize in advertising planning and production, but also develop campaign proposals and branding strategies for clients who need quick turnaround. Dentsu wouldn't name clients but said the first is a telecommunications marketer. The agency opens with four staffers, including two from Dentsu. President-CEO Takuya Tomohara was creative director of Dentsu's creative division 3 in Tokyo.

Rewind is the fifth boutique division set up by Japan's largest agency-following One Sky, Build, Bless You and Shingata. All were set up to help the mammoth network become more flexible in an increasingly fragmented ad market, as well as manage client conflict, which isn't an issue that bothers local marketers but is a concern for non-Japanese advertisers.