Dentsu Creative captivated the internet—and posted robust revenue growth

Dentsu Creative U.S., the creative network for advertising holding company Dentsu, was on a tear in 2024. The network picked up nine major new clients, including Adobe, T-Mobile, Honeywell, Lowe’s and several Tropicana Brands Group brands, driving more than $50 million in net new revenue. On top of those wins, the network achieved 81% organic growth with clients such as Crayola, Intel and QVC in 2024. Dentsu Creative also bolstered its leadership team with a spate of new hires, including Julie Scelzo, who was appointed the agency’s chief creative officer for the U.S. and the agency’s Chicago office; Ryan Paulson, who was named chief creative officer for New York; and Vince Lim, who the agency brought on as chief creative partner and creative lead for its newly-won T-Mobile account. See all of Ad Age’s 2025 Agency A-List winners here The agency’s most notable work in 2024 wasn’t connected to its surging business growth, however. It struck marketing gold with its deeply bizarre TikTok strategy for Nutter Butter, which took the internet by storm last fall after TikTok users stumbled across the account’s plethora of surreal videos featuring the peanut butter cookies. The surge of viral conversation around Nutter Butter’s account generated 249 million earned media views and more than 3.3 billion overall impressions, according to the agency, along with roughly 20,000 organic social media posts from users discussing the brand’s absurd content. And it all came without paid media support. @officialnutterbutter yes ♬ original sound - nutter butter Other standout campaigns from Dentsu Creative last year include its “This is Magic” campaign for Walt Disney World Resort, which turned 30 hours of candid footage caught on cameras scattered around its theme parks into 57 short films featuring 259 real guests. The agency also helped one of its new clients, Lowe’s, compete with Home Depot’s viral 12-foot-tall Halloween skeleton decoration by releasing a cheerful safety video that quickly veers into horror thanks to a terrifying chainsaw-wielding man named “Chainface.” The spooky video racked up more than 323,000 views across Lowe’s YouTube, TikTok and Instagram channels. @lowes The safest scary movie you’ll watch this Halloween. #Halloween #SpookySeason #Halloween2024 #horrormovie #Haunted ♬ original sound - Lowe’s See all of Ad Age’s 2025 Agency A-List winners here

Dentsu Creative captivated the internet—and posted robust revenue growth

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