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. I am thrilled that BWM Dentsu, an agency Rob, Jamie and I started 23 years ago, is now a key part of a truly global creative agency,” Williams said.
“We have been branded as a Dentsu agency for the past five years, and have worked closely with Dentsu agencies to service global clients. This is the next step in the evolution of the Dentsu creative offer.
Williams: Clients will benefit
“The benefit to our clients is knowing our team is exposed everyday to best in class strategic and creative thinking from across the world, and that through our proven strategic approach, the Modern Masterbrand, we can continue to deliver work that resonates in the Australian market.”
Dentsumcgarrybowen will encompass more than 3,000 team members in 33 locations across 24 markets.
“By leveraging these two award winning agencies, with Dentsu brand agencies’ creative reputation in Asia Pacific and Mcgarrybowen’s ability to deliver ‘Big Organising Ideas’ through their strategic creative transformation platform, this new entity establishes an unrivalled creative agency network spanning the Americas, Asia Pacific, and Europe,” the company said in a statement.
The offering will be led by global co-presidents Merlee Jayme and Jon Dupuis, who will report to Dentsu Aegis Network’s global CEO, creative, Jean Lin. DAN chief creative officer Gordon Bowen will also add global chair of the new offering to his remit.
The company continued 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”.
Jayme and Dupuis
“We are creating a next generation global creative agency built on a fundamental premise: that clients deserve better,” Dupuis added.
“Our goal is to build a network for the client needs of today and tomorrow and meet their requirements for strategic and creative expertise, delivered at global scale. We will partner with clients to create ‘work that wins in the world’, helping them find their unleveraged advantages and applying them to help brands win—beyond their category, in culture and with consumers.”
DAN’s global CEO, creative, Lin, explained that the development is a “critical next step” for the holding group.
Lin
“The formation of Dentsumcgarrybowen, together with the rich experience capabilities of sister agency Isobar, will enable Dentsu Aegis Network to deliver powerful global solutions for our clients through creative experiences at scale across the customer journey,” Lin said.
Globally, Dentsumcgarrybowen will work for clients such as American Express, Disney, Canon, Marriott, Toyota, The Coca-Cola Company, Subway, and United Airlines.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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“BWM Dentsu will be the Australian shop front for Dentsumcgarrybowen” – so BWM Dentsu is not adopting the Dentsumcgarrybowen name?
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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.
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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.
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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”.’
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I agree @Ben, but I guess at least the URL was available.
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There’s a reason why word spaces and capital letters became integral parts of language.
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My thinking exactly. This is branding 101. Yikes.
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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
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dentsux
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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.
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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.
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