Dentsu Aegis Network launches integrated agency dentsu X

In a recent announcement, Dentsu Aegis Network has launched dentsu X, an integrated agency that was formerly known as Dentsu Media, a media agency. dentsu X will provide media planning services, content creation, technology, data and behavioural insights.

Inspired by the idea that personalised and relevant experiences are key for brands to attract, acquire, convert and retain customers, dentsu X is designed to help brands create integrated and personalised marketing solutions to cut through the noise in the media market and meet rapidly changing consumer demands.

Bringing Dentsu media's longstanding success in delivering one-stop integrated solutions in the East, dentsu X will combine high quality creative and strategic capabilities with insight experts possessing cultural and behavioural knowledge. This helps brands come together with people and identify key values and motivations through the use of data.

Takaki Hibino, global brand president, dentsu X, who will continue to lead his team within the new dentsu X brand globally, says in a press release, "When Dentsu media was first launched in 1999, the use of the word 'media' had a very limited meaning. For close to two decades, Dentsu media alongside its creative agency partners has expanded to offer much more to our clients than that original definition could describe. This is why we evolved its identity to reflect the potential of our brand and selected 'X' to represent the importance of delivering unique experiences. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop these experiences for clients that are truly focused on digital solutions."

Nick Waters, chief executive officer, Dentsu Aegis Network Asia Pacific, says in a press release, "Dentsu media is unique as a scaled Asian agency network. Integrating within Dentsu Aegis Network portfolio of agencies it has propelled its growth so that it currently leads the Campaign new business tables."

"This change of branding serves to better reflect the agency's capabilities and further enhance its position as a global agency network," Waters added.

Divya Karani, chief executive officer, dentsu X India, says in a press release, "Dentsu media has always believed in reaching ahead, anticipating and embracing change. 'Experience' is the currency in the brave new world we live in. dentsu X delivers to this."

The rebrand of Dentsu media to dentsu X is effective today.