Ad giant Dentsu launches Dentsu Access in Australia
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, Optimise 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.
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 .
 Mumbrella (2020) “Dentsu Aegis Network to cut 11% of jobs in seven markets, including Australia” [Online] Available from: https://mumbrella.com.au/dentsu-aegis-network-to-cut-11-of-jobs-in-seven-markets-including-australia-610770 [Accessed September 2020]
Image: Logo taken from Dentsu and modified
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