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Market Voice 5 Jul 2022 - 2 min read

Why Dentsu Creative’s new structure, strategy and processes will work where other consolidation plays failed

By Kirsty Muddle, CEO ANZ - Dentsu Creative | Partner Content

A lot of agencies have tried to put media and creative back together – with some success, especially at scale. As Dentsu Creative’s ANZ CEO Kirsty Muddle writes, that’s why Dentsu’s Cannes 2022 announcement is so significant.

A lot of agencies have tried to put media and creative back together – with some success, especially at scale. As Dentsu Creative’s ANZ CEO Kirsty Muddle writes, that’s why Dentsu’s Cannes 2022 announcement is so significant. It is taking many brands in the creative pillar and forming one – Dentsu Creative.

In Cannes, almost six years ago today, Marc Pritchard, Global CMO of P&G, said: “Your complexity is not my problem”. The comment was directed at the 4,000 people in the room, primarily agency leaders.

The complexity he referenced was that the many specialists in the industry represented a fragmented, complex offer, instead of operating with a common goal of solving a problem.

Since Cannes 2016 there has been the launch of many integrated offers in an effort to put “the toothpaste back in the tube” and put media and creative back together. It has created success for some independents but at a small scale.

In Cannes 2022, Dentsu announced we are doing it at a global scale.

Dentsu has been working towards simplifying and streamlining our business into three spheres covering creative, media and CXM, connected by our data analytics capability.

In June 2022, we went one step further, to move from many brands in our creative pillar around the world to one single, creative brand: Dentsu Creative.

Wherever you are in the world, if you work with Dentsu Creative you will have an agency that has the same strategic approach to creativity and the same delivery capability.

And most importantly, Dentsu Creative has been purpose built to draw from our media and CXM team to deliver horizontal creativity and borderless thinking.

We’re taking down the borders, and now think of ourselves as one powerful network that can drive enterprise value for our clients and ourselves by working closely together. There is no above the line or below the line. There is no line, just seamless creative ideas that create new behaviours, made possible by technology, made personal by data, and made powerful by emotion.

Dentsu Creative is a newly-minted global agency that does exactly that.

To deliver on this promise to our clients, we have done more than create a singular identity as Dentsu Creative. We have had to re-think how we structure our agency and move to open teaming, our brand strategy and creative strategy processes have been overhauled and our production capability revamped to deliver complex long-form entertainment through to hyper-nimble social content.

We have simplified our business to break down agency silos and seamlessly connect our talent around the right client opportunities at the right time. 

At the centre of our creative thinking is a deep understanding of consumer behaviour.

Dentsu Creative brings together our 120-year Japanese heritage in craft, innovation and technology and our deep understanding of modern media and contemporary culture in Australia and New Zealand. 

We are launching a modern creative agency with deep expertise in modern brand building, through entertainment, content, and culture, structured to facilitate and accelerate the creation of our product.  

Our creative product is the ultimate driver of our success and our clients’ businesses and a powerful economic multiplier. 

By integrating our teams, Dentsu Creative clients now have access to the minds of 45,000 brilliant people, bringing diverse backgrounds from across the entire Dentsu network to solve a problem and deliver new ideas.

 

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