Dentsu and Recruit to Shake it up this fall

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[Tokyo] To take advantage of Japan's fascination with new media, Dentsu Group is opening in October a joint venture called Media Shakers with Tokyo-based Recruit, the media production company behind titles aimed at young Japanese adults such as R25 and Hot Pepper.

The company will specialize in cross-media promotions including mass media, the Internet, mobile devices and sales promotion and other marketing communications. Yoshihiko Kasamatsu, a senior manager of Dentsu's media-marketing division, will be president.

Media Shakers will combine Dentsu's experience with consumer marketing and content as the largest ad agency in Japan with Recruit's production resources to develop new ways to reach consumers, especially those aimed at young adults such as free magazines like R25 and blogs.

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