Introduction

As the digital landscape continues to evolve at a rapid pace, technological advancements bring new opportunities and ways for marketers to connect with people locally and globally. Trending in the latest news, Dentsu has launched its brand new arm Dentsu Access in Australia. Dentsu Access will comprise a central technology consulting unit, besides being a certified reseller of the Google Marketing Platform suite of products. With a combination of intelligence and capabilities from across the Dentsu network, it is designed to help businesses gain more control over their advertising technology, as well as improve their in-house digital maturity. 

More About Dentsu Access

According to a statement by Angela Tangas,  Dentsu’s CEO for ANZ, one of the major components of the company’s growth strategy is enabling businesses to access and leverage the best of Dentsu, irrespective of the project. Tangas’ statement emphasized that brands nowadays want to own their data and aim to achieve transparency. They want complete control of their technology platforms and to manage their campaigns end-to-end. Tangas stated that among the obstacles brands face are the required licenses for some ad tech stacks such as Google Marketing Platform, which are expensive and difficult to procure.

A major component of Dentsu Access is accessibility. Users can get access to the full suite of Google Marketing Platform products. This  includes Analytics 360, Campaign Manager, Display & Video 360, Optimize 360 and Search Ads 360. By leveraging intelligence, data capabilities, technology and access across networks, businesses can accomplish their all goals and objectives. They can carry out operations ranging from purchasing products and services from digital and technical solutions to getting in-house training and support. Whether it is a one-off campaign or a longer-term project, Dentsu Access offers support with Google Marketing Platform implementation training, as well as other digital solutions like analytics, digital maturity audits, data solutions, as well as creative, CRM  and media services.

See Also: Global leader Awin acquires Australian affiliate network of Commission Factory

About Dentsu Group

Dentsu Inc. is a Japanese international advertising and public relations company that is headquartered in Tokyo, Japan. Currently, it is the largest advertising agency and the fifth largest advertising agency network in the world in terms of worldwide revenues. In 2012, Dentsu acquired Aegis to form the Dentsu Aegis Network, which is headquartered in London. Today it operates in 145 countries around the globe with around 45,000 employees. The Dentsu Aegis Network is comprised of 10 global network brands— Accordant, Carat, Dentsu, Dentsu media, Fountainhead MKTG, iProspect, Isobar, mcgarrybowen, Merkle, Posterscope and Vizeum. 

Last December, the Dentsu Aegis network announced that it would cut 11% of jobs in seven markets, which included Australia. The job cuts would represent a 3% reduction of the network’s international employee headcount and an annual saving of nearly $200m.

Conclusion

Dentsu’s new arm, Dentsu Access, is designed to provide Australian businesses with greater control over their advertising technology. With access to the Google Marketing Platform suite, businesses can now streamline their campaigns and improve their digital maturity. By offering services ranging from analytics to creative solutions, Dentsu Access aims to help brands efficiently navigate the evolving digital marketing landscape and enhance their in-house capabilities. This move is aligned with Dentsu’s global strategy to adapt to the changing needs of clients in an increasingly data-driven world.

FAQs

1. What is Dentsu Access?
   Dentsu Access is a new arm launched by Dentsu in Australia, offering technology consulting services and access to the Google Marketing Platform suite, aiming to enhance businesses’ control over their digital marketing and improve in-house digital maturity.
2. What services does Dentsu Access offer?
   Dentsu Access provides services such as implementation and training for the Google Marketing Platform, digital maturity audits, data solutions, and support for campaigns, including analytics, creative, CRM, and media services.
3. What is the Google Marketing Platform?
   The Google Marketing Platform is a suite of tools designed to help businesses manage and optimize their digital marketing efforts. It includes products such as Analytics 360, Campaign Manager, Display & Video 360, Optimize 360, and Search Ads 360.
4. What is Dentsu’s global presence?
   Dentsu is a global advertising and public relations company based in Tokyo, Japan, with operations in 145 countries and a workforce of around 45,000 employees worldwide.
5. Why is Dentsu Access beneficial to businesses?
   Dentsu Access provides businesses with easier access to expensive ad tech tools like the Google Marketing Platform, enabling them to manage their campaigns more effectively and achieve greater transparency and control over their data and advertising strategies.

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