Dentsumcgarrybowen becomes DAN’s singular global creative offering, fronted by BWM Dentsu locally
Dentsu Aegis Network is merging its creative agencies with Mcgarrybowen to create a single global creative offering called Dentsumcgarrybowen.
BWM Dentsu will be the local face of the new entity, which Dentsu said combines “the creative power of mcgarrybowen in the west and Dentsu in the east” and becomes “the unrivalled global powerhouse”.
BWM Dentsu CEO Paul Williams explained that the agency’s brand will continue, along with PR agencies Haystac and Cox Inall, Isobar, and brand experience agency MKTG.
“BWM Dentsu will be the Australian shop front for Dentsumcgarrybowen” – so BWM Dentsu is not adopting the Dentsumcgarrybowen name?
Why would anyone trust a marketing company who called themselves “dentsumcgarrybowen”. That name demonstrates a complete inability to solve the hard problems and create a strong brand … starting with how they refer to themselves.
Just call it DMB. Or McB. Or even Dentsu.
But ‘Dent Sum MCG Arry Bowen’ is weird AF.
My thinking exactly. This is branding 101. Yikes.
dentsux
Probably the clumsiest agency name since Darcy Massius Benton & Bowles / Weekes Morris Osborn (aka DMB&B/WMO).
Not only a mouthful but rumour has that documents were printed in landscape because even in 4-point the agency name wouldn’t fit on a portrait page.
the press release is absolutely ridden with cliches
‘our team is exposed everyday to best in class strategic and creative thinking from across the world’
‘We are creating a next generation global creative agency’
‘deliver powerful global solutions for our clients through creative experiences at scale across the customer journey’
and my favourite….
‘to emphasise a fusion of east and west, with Jayme stating Dentsumcgarrybowen combines “the legacy and heritage of the East with the entrepreneurial spirit of the West”.’
I agree @Ben, but I guess at least the URL was available.
There’s a reason why word spaces and capital letters became integral parts of language.
BWMDentsumcgarrybowen, or should that be BWMdentsuMCGARRYBOWEN? Is this proving the power of the Modern Masterbrand? I suppose you could have VMLY&R on your roster too. Imagine introducing them to your CEO!
On top of the Edelman ‘no-one will lose their jobs due to COVID’ backflip communicated by a nameless ‘spokesperson’ trust-destroying leadership comms 101 fail.
The world should be looking to us creative and communications types for leadership, that’s for sure. Makes me proud to be part of the industry – NOT
The name doesn’t roll of the tongue.
It’s a reminder that agencies need to practice what they preach – invest in brand, develop their product, smarter pricing, content etc.
Nonetheless, it’s a good move for the network and you could cut them some slack as agencies need to move fast these days in order to thrive/survive.
This is a great move for both parties. That client list is very attractive. BWM has demonstrated before, they are a grown-up business and know how to make will partnerships work.
Its a new world out there and me thinks the alphabet agency will do very nicely in it.
Good luck guys.