Dentsu invests $1.37 Million to Launch Dentsu Media Runway in Tokyo

In a bid to accelerate and advance business with its clients engaged in different business practices, Dentsu has announced that it plans to launch Dentsu Media Runway Inc.

Registered on the 1st of April 2019, the new company will contribute further to Dentsu’s media solution services, with the goal of expanding and optimizing the client business. According to the release, the name is taken from the concept of models on a runway, with Dentsu collaborating with clients in the limelight.

Dentsu believes this move will deepen and evolve media solutions to align with the evolution of digital technology through campaign planning that incorporates media planning, campaign execution paired with media buying, and measurement of its effectiveness.

The new agency will commence business on the 1st of July 2019 and will be led by Katsuhiko Tsurumoto as the CEO, while Shigeyuki Kawakatsu will serve as the COO. According to release, the Tokyo-based new media solution provider will have 35 employees and is backed by $1.37 million in paid-up capital.

Analysis

The focus on launching media solutions on the back of digital technology, such as programmatic, comes just as marketing technology overtakes advertising technology, according to the analysis conducted by GroupM of LinkedIn data.

Depending on the labor intensiveness of the new Dentsu company, it appears to fall into the advertising technology classification, in that it focuses externally on media trading and third-party data.

“Ad tech is generally funded as part of a media budget while martech is more often funded as part of a technology or general marketing budget,” said Brian Wieser, Global President, Business Intelligence at GroupM. “Ad tech generally has a higher profile for the new and sexy ways it is can be applied (driving the growth in connected TV, for instance).”

With Japan representing a major market for digital advertising and marketing technology companies such as Adobe, Salesforce, Oracle, Facebook, and Google, it seems like the new venture is a reflection of Japan’s digital sophistication and maturity, with the role of Merkle serving as a prime example of digital media effectiveness measurement for Dentsu.

Babar Khan Javed
Babar Khan Javed
Babar Khan Javed is the Global Technology Analyst for Branding In Asia.

Get Branding in Asia in your Inbox

We don't share your info. We only share ours.

The Latest

The Top YouTube Ads People Watched in Asia During April 2019

Hyundai Australia and Sega Japan set neon tones against dark canvases to highlight product features and stir up excitement for new launches."

Porsche Awards Hong Kong PR Duties to Ruder Finn

Porsche China Motors has appointed Ruder Finn to the PR duties for Hong Kong following a competitive pitch

Publicis Media Appoints Robert Fry Director of Research & Insights Asia Pacific

Publicis Media has appointed Robert Fry to the role of Regional Director of Research & Insights Asia-Pacific.

OMD China CEO Departs Agency after Two Years at the Helm

Wild, who has been with OMG for eight years, has held the CEO position since March 2017 when he stepped into the vacancy left by Arlene Ang. 

Samsung Teaches CPR to China’s Online Gamers During Their Gaming

For Samsung’s 2019 Corporate Social Responsibility Project, Cheil launched a creative campaign to help young Chinese people acquire CPR skills: BACK2LIFE.




Q&A: Melvin Mangada on His Career, TBWASMP Success, and Award Winning Campaigns

Melvin Mangada is one of the most influential figures in Philippine advertising – a talent so prodigious he was recruited by Ace Saatchi & Saatchi as an art director, straight out of college.

Interview: Darren Woolley On Advertising Agency Searches and New Business Pitches

With thousands of advertising, design, digital and PR agencies to choose from, prospective clients need a little help in making their selection.

Two Ads I Like and One I Don't

Two Ads I Like and One Not So Much – Marcus Osborne

Branding in Asia's asks industry experts to comment on some advertising they like and some they don't like so much.

Two Ads I Like and One I Don’t – Leigh Reyes

On the other side of the digital divide, Celine Dion and Deadpool give me life. Do they give Academy Awards for movie marketing (Merc-eting)? Because I would give all of them to Deadpool 2. Earning attention is hard, earning attention the "WTF" way is harder.

Two Ads I Like and One I Don’t – Brett Macfarlane

Meaningful ads come from understanding the honest truth of a brand, its products, and its users. Maybe rational and maybe emotional, either way based on truths.

Two Ads I Like and One I Don’t – Derek Tan

While we found that convincing clients to invest in branded storytelling wasn’t an easy task, we also knew that more and more brands are looking to create story-driven short films as a way to emotionally engage with audiences