Some of Dentsu Creative’s biggest clients include American Express, Burger King, Diageo, 7-Eleven, Crayola, Mondelēz and Principal, which it won in August. Apple TV+ added Dentsu Creative to its agency roster earlier this year, Ad Age previously reported.
Dentsu Creative was first formed over a year ago in June 2022 when it merged its creative shops into one entity. The two executives who spearheaded that change—former Dentsu CEO Wendy Clark and Dentsu Global Chief Creative Officer Fred Levron—have since departed. Levron’s role was filled by Yasuharu Sasaki as part of Dentsu’s most recent reorganization in October, which is meant to organize Dentsu’s corporate structure by practice.
Read more: Dentsu reorganized by practice
Dentsu has seen other executive changes as of late. In June, Jacki Kelley, formerly the CEO of Dentsu Americas, left to join Interpublic Group of Cos. Komasinski, who is also the global CEO of Merkle, succeeded Kelley in the role. In August, Dentsu Media’s Americas CEO Doug Rozen left the company as part of a separate reorganization that shifted 1,000 employee roles into other departments.
Up to this point, Dentsu has been focused on the transformation of Dentsu Creative. The goal now is to better tell the agency’s story over the next two years, Klaassen said.
“We have this really compelling proposition and story to tell, and when we share it with people, they are always impressed, but they’re surprised because they know something interesting is going on, but they don't know exactly what. You're going to see that change,” Klaassen said.
The agency has also been focused on growing its brand consulting work and further aligning its brand performance capabilities with creative, Klaassen said, as well as finding opportunities for Dentsu Creative to work with Tag, the production company Dentsu acquired in March, to deliver large amounts of content for clients faster. Overall the moves within Dentsu are meant to provide simplicity for its clients, Klaassen added.
“Back in the days when we [Dentsu Creative] were 10 different brands, everybody kind of said they did everything, but they didn't really. Now we can actually take best in class, some of which comes from a combination of our legacy brands, and bring those together, and it's just much more credible and much more powerful,” she said.