Dentsu Australia officially opens: ‘no plans to merge’ with Oddfellows

Japanese advertising giant Dentsu, which is the world’s largest ad agency brand, has officially opened for business in Australia.

The agency, which is headquartered in a skyscraper in Tokyo that houses 8000 staff, has been operating out of the offices of Oddfellows, which shares key client Toyota, since February. However, despite rumours, there are no plans to merge the two shops, it was insisted in a statement.

The news comes almost one year after Mumbrella revealed the agency would launch in Australia.

The announcement:

Dentsu Australia has officially opened in Sydney as the latest arm of the North American Headquartered Dentsu Network West, bringing with it its own brand of ‘Good Innovation’.  Based in North Sydney, Dentsu Australia has now commenced working with foundation client, Toyota.

Dentsu Australia will be led by Managing Director, Emma Hancock, who says the establishment of the office heralds a new era of innovation for clients in the Australian market.

“One of the most exciting things about the establishment of this office is the opportunity to introduce the Dentsu philosophy and way of working not only to our clients, but to the entire industry,” said Ms Hancock.

“We’re all about ‘Good Innovation’, not innovation for innovation’s sake. We are known for combining creative ideas with technology and then pushing forward with an entrepreneurial spirit which surpasses the expected.

“’Good Innovation’ leads to remarkable results for our clients. It’s how we have become the largest agency in the world with a truly global network. We can’t be thought of as ‘that Japanese agency’ anymore.

“Dentsu has carved out a place for itself in geographies as diverse as North America, South America, the UK and Europe.  Now it’s Australia’s time.”

Dentsu Australia will operate out of the Oddfellows offices, and Hancock says that the affiliation between the two agencies is long standing.

“Dentsu and Oddfellows have had a collaborative, professional relationship for quite some years now, born out of working to service mutual clients internationally. Toyota is obviously a good example of this,” said Ms Hancock.

“Although we will both be working out of the same space, we remain two very distinct agencies with no plans to merge. Dentsu and Oddfellows have signed a very practical and complementary Service Agreement that will allow us to work to our different strengths. It’s a very strategic alliance.”

In its most basic form, the Dentsu Australia and Oddfellows Service Agreement covers:

·         Lease of office space

·         Shared receptionist support

·         IT support

·         Access to production facilities and Product Services Managers

Dentsu is committed to building the Australian agency and Hancock says that the challenges presented by operating in a new market will serve as motivation “to work harder and smarter to achieve the best possible outcomes for both our clients and the Dentsu Australia team.”


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