Dentsu Aegis Network becomes Dentsu International in rebrand

Dentsu Aegis Network (DAN) – the holding group for agencies including Carat, Dentsu X, iProspect, Isobar, Vizeum, and, as of May, Dentsumcgarrybowen – has rebranded to Dentsu International.

The rebrand ends the DAN name, which according to the company was established in 2013, and affects almost 50,000 employees internationally.

While the board of directors have approved the name change, it still requires sign off from the UK Companies House. The ‘Dentsu International’ name is therefore expected to be in use from early October.

The Dentsu Aegis Network name will no longer be used

Four months ago, the company merged its creative agencies with McGarry Bowen to create a singular creative offering globally called Dentsumcgarrybowen. BWM Dentsu will be the local face of the new entity, which Dentsu said becomes “the unrivalled global powerhouse”.

The rebrand also follows a restructure to become a ‘pure holding group’ in late 2019, with ‘Dentsu Inc’ changing its trading name to ‘Dentsu Group Inc’.

Last year was a tumultuous one for the company, which unexpectedly ousted CEO Henry Tajer after less than a year in the role, replacing him immediately with Angela Tangas. The business also announced it would cut 11% of jobs across seven markets, including Australia.

Tangas replaced Tajer as CEO locally

In November, approximately a week before Tajer’s exit and before the impacts of the bushfires and pandemic, the company said there were “no green shoots of recovery” in the local market.

Under Sue Squillace’s leadership – she was installed by Tajer last year – Carat has started to build momentum, most recently with the revamping of its strategy team in July. Upon Squillace’s entry, Carat was haemorrhaging clients such as Mondelēz InternationalSuper Retail GroupVirgin AustraliaAsahiAmartBegaDavid Jones, and Disney.

But since then, the agency has retained Tip Top and the $50m AHM and Medibank accountextended its L’Oreal contract, and won the Hisense and Pandora accounts. It has also made a number of senior hires, including Squillace’s former Spark Foundry colleagues Linda Fagerlund, who joined as chief strategy officer, and Craig Cooper, who became chief investment officer at the start of the year.

Last month, Mumbrella revealed BMW Group was pitching its media account with DAN’s Vizeum, as the incumbent, choosing not to defend the account.

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