{{Short description|Advertising agency group}} {{Unreliable sources|date=March 2026}} {{Use dmy dates|date=April 2022}} {{Infobox company | name = Dentsu | logo = Dentsu_logo.svg | logo_size = | former_name = {{Plain list| * Centrale d'achats Radio, Affichage, Télévision (Carat) (1966–1989) * WCRS Group (1979–1990) * Aegis Group (1989–2013) * Dentsu Aegis Network (2013–2020) }} | type = Subsidiary | traded_as = | industry = Advertising | products = | revenue = £1,135.0 million (2011)<ref name=prelims>{{cite web|url=http://www.aegisplc.com/investors/reports-and-presentations/2012/q3-2012-ims.aspx|archive-url=https://web.archive.org/web/20130305041452/http://www.aegisplc.com/investors/reports-and-presentations/2012/q3-2012-ims.aspx|url-status=dead|archive-date=5 March 2013|title=Interim Management Statement - Media & Digital Communications Group - Aegis Group plc|date=5 March 2013|access-date=2 April 2019}}</ref> | operating_income = £197.2 million (2011)<ref name=prelims/> | net_income = £81.1 million (2011)<ref name=prelims/> | num_employees = 66,000 (2020)<ref name="no. of employees">{{cite web|url=https://www.dentsu.com/news-releases/dentsu-aegis-network-rebrands-to-dentsu|title=Dentsu Aegis Network Rebrands to dentsu | dentsu international|date=28 September 2020 }}</ref> | num_employees_year = 46000 | parent = Dentsu | subsid = {{Plain list| * Fetch * 360i * AMNET * BJL * Carat * Cardinal Path * Gravity * Grip Limited * gyro * dentsu X * eCommera * ICUC * iProspect * Dentsu Creative * dentsu mcgarrybowen * Merkle * Fountainhead MKTG * Posterscope * Webchutney * Story Lab * Vizeum * Amplifi }} | homepage = {{url|dentsu.com}} | footnotes = | foundation = {{start date and age|1966}} (as Centrale d'achats Radio, Affichage, Télévision)<br />{{start date and age|1989}} (as Aegis)<br />{{start date and age|2013}} (as Dentsu Aegis Network) | location = London, United Kingdom }}
'''Dentsu''' (previously '''Dentsu Aegis Network''') is a multinational media and digital marketing communications company headquartered in London, United Kingdom, and a wholly owned subsidiary of the Japanese advertising and public relations firm Dentsu. Its principal services are communications strategy through digital creative execution, media planning and buying, sports marketing and content creation, brand tracking and marketing analytics. It is organised into ten main divisions: Carat, Dentsu (operations outside Japan), Dentsu media, mcgarrybowen, Merkle, Fountainhead MKTG, Posterscope, Isobar, Soap Creative, iProspect and Vizeum. Dentsu Aegis Network manages all the Dentsu inc. owned businesses outside the Japan market, which includes the former Aegis Group business that it acquired in 2013. It also includes 360i, Amplifi, Amnet, BJL, Grip Limited, The StoryLab, Data2Decisions, Mitchell Communications, Cardinal Path and {{proper name|psLIVE}}. It has 66,000 people across 143 countries.
Aegis' origins date back to the founding of the media agency {{proper name|'''C'''entrale d''''A'''chats '''R'''adio, '''A'''ffichage, '''T'''élévision}} (Carat) in France in 1966. Formerly listed on the London Stock Exchange and a constituent of the FTSE 100 Index, Aegis was acquired by the Japan-based advertising group Dentsu in March 2013.<ref>{{cite web|url=https://adage.com/article/global-news/dentsu-closes-5-billion-acquisition-aegis-group/240541|title=DENTSU CLOSES $5 BILLION ACQUISITION OF AEGIS GROUP|website=Ad Age|last=Wentz|first=Laurel|date=March 26, 2013|access-date=February 8, 2022}}</ref>
==History== The Carat business can be traced back to the founding in France in 1966 by Gilbert Gross of the media agency ''Centrale d'achats Radio, Affichage, Télévision (Carat)''. Gross died in March 2019.<ref>{{cite web|url=http://www.strategies.fr/actualites/agences/4027004W/disparition-de-gilbert-gross-fondateur-de-carat-et-inventeur-des-agences-medias.html|title=Disparition de Gilbert Gross, fondateur de Carat et inventeur des agences médias|date=28 March 2019|website=Stratégies}}</ref>
In 1979 ''WCRS Group'' was formed as an advertising agency and in 1988 ''WCRS Group'' acquired ''Carat''. ''WCRS Group'' became one of the fastest growing marketing services groups of the 1980s.<ref>{{cite news |url=https://www.theguardian.com/media/2007/feb/19/mondaymediasection10 | title =Full service will never be resumed |work= The Guardian|last=Marqi |first=Simon |date= February 19, 2007}}</ref>
''WCRS Group'' was led by Peter Scott—the "S" of ''WCRS''<ref>{{cite news |url=https://www.telegraph.co.uk/money/main.jhtml?xml=/money/2004/04/13/ccadh13.xml | title = Ad hoc: Agency warhorses come charging back for buyout |work= The Daily Telegraph|last=Marshall |first=Caroline|date=April 12, 2004}}{{dead link|date=July 2021|bot=medic}}{{cbignore|bot=medic}}</ref>—who went on to found ''Aegis'' in 1989 as a separate company based on the original ''WCRS'' media buying division which itself was centred on the French media business ''Carat''.
The old ''WCRS'' agency has re-emerged as part of the ''Engine Group''.<ref>{{cite news |url= http://business.timesonline.co.uk/tol/business/industry_sectors/media/article591415.ece |archive-url= https://web.archive.org/web/20110612024558/http://business.timesonline.co.uk/tol/business/industry_sectors/media/article591415.ece |url-status= dead |archive-date= 12 June 2011 | title = Agency finds new power in Engine |work= The Times |last= Sabbagh|first=Dan |date= November 18, 2005}}</ref>
In 1990, the name of the company was officially changed from ''WCRS'' to ''Aegis Group''.<ref>{{cite web|url=http://www.fundinguniverse.com/company-histories/aegis-group-plc-history |title=History of AEGIS GROUP PLC |website=Fundinguniverse.com |access-date=January 28, 2016}}</ref>
In January 2012, Aegis acquired Singapore digital agency The Upper Storey.<ref>{{cite web|url=https://www.campaignasia.com/article/the-upper-storey-joins-aegis-isobar-network/288671|title=The Upper Storey joins Aegis' Isobar network|website=campaignasia.com|date=January 31, 2012|access-date=December 17, 2022}}</ref>
In July 2012, the Japanese advertising company Dentsu agreed to acquire Aegis for £3.16 billion (US$5 billion).<ref>{{cite news|url=https://www.bbc.co.uk/news/business-18810471|title=Aegis sold to Dentsu to create global digital media giant|access-date=30 December 2012|work=BBC News|date=12 July 2012}}</ref><ref>{{cite news|url=https://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/media/9394171/Aegis-agrees-3.16bn-cash-offer-from-Dentsu.html|title=Aegis agrees £3.16bn cash offer from Dentsu|access-date=30 December 2012|work=The Daily Telegraph|date=12 July 2012}}</ref> Aegis shareholders approved the transaction on 16 August 2012<ref>{{cite news| url=http://adage.com/article/agency-news/japan-s-dentsu-acquire-aegis-group-4-9-billion/235996/ | work=AdAge | title=Japan's Dentsu to Acquire Aegis Group for $4.9 billion | date=12 July 2012}}</ref> and the acquisition was completed on 26 March 2013 following receipt of clearance from the antitrust authorities of China.<ref>{{cite news|url=http://www.adweek.com/news/advertising-branding/dentsu-completes-aegis-acquistion-148160|title=Dentsu Completes Aegis Acquisition|access-date=27 March 2013|website=Adweek.com|date=26 March 2013}}</ref>
In January 2014, Dentsu established and launched Dentsu Aegis Network which comprises Aegis Business and all the Dentsu-owned companies outside Japan.<ref>{{cite web|url=http://www.dentsu.com/global/index.html|archive-url=https://web.archive.org/web/20150808182528/http://www.dentsu.com/global/index.html|url-status=dead|archive-date=8 August 2015|title=Dentsu - Global Network|date=8 August 2015|access-date=2 April 2019}}</ref>
In January 2015, Dentsu Aegis Network acquired WATConsult, a digital and social media.<ref>{{cite web|url=https://economictimes.indiatimes.com/industry/services/advertising/dentsu-acquires-watconsult-at-a-valuation-rs-180-200-crore/articleshow/46060836.cms?from=mdr|title=Dentsu acquires WATConsult at a valuation Rs 180-200 crore|website=economictimes.indiatimes.com|last=Dasgupta|first=Pritha Mitra|date=January 30, 2015|access-date=May 7, 2023}}</ref>
In February 2015, Dentsu Aegis Network acquired Soap Creative, a digital creative agency from Australia.<ref>{{cite web|url=https://www.bandt.com.au/dentsu-aegis-network-acquires-soap-creative-australia/|title=Dentsu Aegis Network Acquires Soap Creative in Australia|website=bandt.com.au|last=Herrod|first=Sarah|date=February 16, 2015|access-date=August 31, 2023}}</ref>
In December 2015, Dentsu Aegis Network acquired Aspac Creative Communications and Jayme Syfu group, advertising agencies based in the Philippines.<ref>{{cite web|url=https://www.campaignasia.com/article/dentsu-aegis-network-acquires-philippines-aspac-creative-communications/404377|title=Dentsu Aegis Network acquires Philippines' Aspac Creative Communications|website=campaignasia.com|last=Goh|first=Gabey|date=December 4, 2015|access-date=August 20, 2022}}</ref><ref>{{cite web|url=https://www.campaignasia.com/article/dentsu-aegis-network-acquires-jaymesyfu-group-in-philippines/404641|title=Dentsu Aegis Network acquires JaymeSyfu Group in Philippines|website=campaignasia.com|last=Miller|first=Matthew|date=December 16, 2015|access-date=August 20, 2022}}</ref> In the same month, Dentsu Aegis Network also acquired Singapore-based business-to-business agency Band.<ref>{{cite web|url=https://www.thedrum.com/news/2015/12/07/dentsu-aegis-network-expands-its-b2b-offerings-acquisition-band|title=Dentsu Aegis Network Expands Its B2B Offerings with Acquisition of Band|website=thedrum.com|last=Fullerton|first=Laurie|date=December 7, 2015|access-date=December 18, 2022}}</ref> In January 2016, Dentsu Aegis Network acquired Grip Limited, an advertising agency based in Toronto.<ref>{{Cite news|url=http://strategyonline.ca/2016/01/06/dentsu-aegis-acquires-grip|title=Dentsu Aegis acquires Grip|work=Strategy Online|access-date=2020-01-13|language=en}}</ref>
In March 2016, Dentsu Aegis Network acquired marketing analytics agency Cardinal Shop.<ref>{{cite web|url=https://adage.com/article/agency-news/dentsu-aegis-acquires-analytics-shop-cardinal-path/303013|title=Dentsu Aegis Acquires Analytics Shop Cardinal Path|website=adage.com|last=Bruell|first=Alexandra|date=March 10, 2016|access-date=December 17, 2022}}</ref>
In August 2016, Dentsu Aegis Network acquired U.S. marketing agency Merkle.<ref>{{cite web|url=https://www.businessinsider.com/dentsu-acquires-merkle-2016-8|title=Dentsu acquires US marketing agency Merkle in a deal worth more than $1 billion|website=businessinsider.com|last=O'Reilly|first=Lara|date=August 8, 2016|access-date=December 17, 2022}}</ref>
In September 2016, Dentsu Aegis Network acquired Accordant, a programmatic marketing agency.<ref>{{cite web|url=https://adage.com/article/agency-news/dentsu-aegis-network-buy-programmatic-shop-accordant/305681|title=Dentsu Acquires Programmatic Shop Accordant -- its Third Data-focused Buy This Year|website=adage.com|last=Maddox|first=Kate|date=September 1, 2016|access-date=December 17, 2022}}</ref>
In November 2016, Dentsu Aegis Network acquired Gravity Media (Gravity), a full-service ad agency with offices in New York and London, to strengthen its multicultural capabilities.<ref>{{cite web|url=https://adage.com/article/agency-news/dentsu-aegis-buys-gravity-foster-multicultural-marketing/306779|title=Dentsu Aegis Buys Gravity Media to Foster Multicultural Marketing|website=adage.com|last=Stein|first=Lindsay|date=November 16, 2016|access-date=August 20, 2022}}</ref>
In December 2016, Dentsu Aegis Network acquired Indian experiential design studio Fractal Ink.<ref>{{cite web|url=https://www.livemint.com/Consumer/uGN2BmY2Okd8lrjx1VNxLN/Dentsu-Aegis-Network-buys-Fractal-Ink-for-Rs250-crore.html|title=Dentsu Aegis Network buys Fractal Ink for Rs250 crore|website=livemint.com|last=Tewari|first=Saumya|date=December 16, 2016|access-date=July 15, 2023}}</ref>
In January 2017, Dentsu Aegis Network acquired marketing company Blue-infinity SA.<ref>{{cite web|url=https://mergr.com/dentsu-aegis-network-acquires-blue-infinity-sa|title=Mergr M&A Deal Summary|website=mergr.com}}</ref>
In June 2017, Dentsu Aegis Network acquired Singaporean content and publishing agency Novus Group.<ref>{{Cite news|url=http://www.thedrum.com/news/2017/06/09/dentsu-aegis-network-acquires-novus-merges-it-with-john-brown-media|title=Dentsu Aegis Network acquires Novus, merges it with John Brown Media|work=The Drum|access-date=27 October 2017|language=en}}</ref>
In April 2018, Dentsu Aegis Network announced the acquisition of Miami-based digital and performance marketing agency M8.<ref>{{cite web|title=Dentsu Aegis Network Acquires Digital Agency M8|url=http://www.adweek.com/agencies/dentsu-aegis-network-acquires-digital-agency-m8/|work=AdWeek |access-date=6 April 2018}}</ref>
In April 2018, Dentsu Aegis Network announced the acquisition of Chilean digital and performance marketing agency White Label MKT.<ref>{{cite web|url=https://mergr.com/white-label-acquired-by-dentsu-aegis-network|title=Mergr M&A Deal Summary|website=mergr.com}}</ref>
In July 2018, Dentsu Aegis Network announced the acquisition of Argentinian digital and performance marketing agency Global Mind.<ref>{{cite web|url=https://www.mrweb.com/drno/news26497.htm|title=Dentsu Aegis Buys Argentina's Global Mind|website=mrweb.com|date=July 16, 2018|access-date=February 8, 2022}}</ref>
In August 2018, Dentsu Aegis Network acquired Australian start-up Amicus Digital.<ref>{{cite web|url=https://www.afr.com/companies/media-and-marketing/dentsu-aegis-network-acquires-sydneybased-amicus-digital-20180813-h13w6o|title=Dentsu Aegis Network acquires Sydney-based Amicus Digital|website=afr.com|last=Mason|first=Max|date=August 19, 2018|access-date=May 7, 2023}}</ref>
In October 2018, Dentsu Aegis Network acquired B2B International.<ref>{{cite web|url=https://www.thedrum.com/news/2018/10/09/dentsu-aegis-network-acquires-b2b-international-and-folds-it-gyro|title=Dentsu Aegis Network acquires B2B International and folds it into gyro|website=thedrum.com|last=McCarthy|first=John|date=October 9, 2018|access-date=July 15, 2023}}</ref>
In December 2018, Dentsu Aegis Network acquired digital agency DEG.<ref>{{cite web|url=https://www.wsj.com/articles/dentsu-acquires-digital-agency-deg-11545136200|title=Dentsu Acquires Digital Agency DEG|website=wsj.com|last=Bruell|first=Alexandra|date=December 18, 2018|access-date=May 7, 2023}}</ref> In the same month, Dentsu Aegis Network acquired data-driven ad firm Videobeat.<ref>{{cite web|url=https://www.mrweb.com/drno/news27322.htm|title=Dentsu Aegis Buys Data-Driven Ad Firm Videobeat|website=mrweb.com|date=December 21, 2018|access-date=May 7, 2023}}</ref>
In February 2019, Dentsu Aegis Network acquired Singaporean digital marketing agency Happy Marketer.<ref>{{cite web|url=https://www.thedrum.com/news/2019/02/21/dentsu-agrees-terms-happy-marketer-takeover|title=Dentsu agrees terms for Happy Marketer takeover|website=thedrum.com|last=Glenday|first=John|date=February 21, 2019|access-date=December 17, 2022}}</ref> In the same month, Dentsu Aegis Network acquired Manchester-based creative agency BJL.<ref>{{cite web|url=https://www.thedrum.com/news/2019/02/18/dentsu-aegis-acquires-creative-agency-bjl|title=Dentsu Aegis acquires creative agency BJL|last=Glenday|first=John|website=thedrum.com|date=February 18, 2019|access-date=April 25, 2023}}</ref>
In March 2019, Dentsu Aegis Network acquired Vietnamese creative and digital agency Redder Advertising.<ref>{{cite web|url=https://www.campaignasia.com/article/dentsu-aegis-buys-redder-advertising/450603|title=Dentsu Aegis buys Redder Advertising|website=campaignasia.com|last=Samadi|first=Faaez|date=March 20, 2019|access-date=January 4, 2023}}</ref>
In June 2019, Dentsu Aegis Network acquired U.K.-based production company Re:production.<ref>{{cite web|url=https://www.prolificnorth.co.uk/news/2019/06/newcastle-production-company-acquired-dentsu-aegis-network|title=Newcastle production company acquired by Dentsu Aegis Network|website=prolificnorth.co.uk|last=Prior|first=David|date=June 11, 2019|access-date=December 17, 2022}}</ref>
In July 2019, it was announced that the Dentsu Aegis Network name will be rebranded as Dentsu from 2020 - in accordance to its "One Dentsu" strategy.<ref>{{Cite news|url=https://www.campaignlive.co.uk/article/dentsu-plans-drop-aegis-name/1591633|title = Dentsu plans to drop Aegis name | work = Campaign}}</ref>
In August 2019, Dentsu Aegis Network direct-to-consumer marketing agency MuteSix.<ref>{{cite web|url=https://www.wsj.com/articles/dentsu-to-buy-marketing-shop-mutesix-in-a-bid-for-startup-clients-11567011600|title=Dentsu to Buy Marketing Shop MuteSix in a Bid for Startup Clients|website=wsj.com|last=Bruell|first=Alexandra|date=August 28, 2019|access-date=December 17, 2022}}</ref>
In December 2019, Dentsu Aegis Network acquired Colombian digital marketing agency Chef.<ref>{{cite web | title = Dentsu Launches Isobar in Colombia with the Acquisition of Digital Marketing Agency Chef |url=https://www.marketscreener.com/quote/stock/DENTSU-INC-6494643/news/Dentsu-Launches-Isobar-in-Colombia-with-the-Acquisition-of-Digital-Marketing-Agency-Chef-29677933/|website=marketscreener.com|date=December 4, 2019|access-date=December 17, 2022}}</ref>
In January 2020, Dentsu Aegis Network announced the acquisition of DigitalPi, a digital marketing agency focused on business-to-business marketing services.<ref>{{cite web|url=https://www.bloomberg.com/press-releases/2020-01-27/dentsu-aegis-network-builds-out-merkle-s-b2b-services-with-acquisition-of-digital-pi|title=Dentsu Aegis Network Builds Out Merkle's B2B Services with Acquisition of Digital Pi|work=Bloomberg |date=January 28, 2020|access-date=August 20, 2022}}</ref>
In April 2020, Dentsu Aegis Network named Wendy Clark as global CEO.<ref>{{Cite web|url=https://www.adweek.com/agencies/wendy-clark-named-global-ceo-of-dentsu-aegis-network/|title=Wendy Clark Named Global CEO of Dentsu Aegis Network|last1=Griner|first1=David|last2=ago|first2=Erik Oster{{!}}22 hours|website=www.adweek.com|language=en-US|access-date=7 April 2020}}</ref>
In October 2020, Dentsu Aegis Network rebranded as Dentsu International. This followed a transformational period for the international business, focused on simplifying its offer in three lines of business established across media, customer relationship management, and creative, making it easier for clients to navigate its services.<ref>{{Cite web|title=dentsu|url=https://www.dentsu.com/news-releases/dentsu-aegis-network-rebrands-to-dentsu|access-date=2020-10-13|website=www.dentsu.com}}</ref>
In July 2021, Dentsu International acquired customer experience and commerce agency LiveArea.<ref>{{cite web|url=https://www.wsj.com/articles/dentsu-to-buy-customer-experience-agency-livearea-11625672341|title=Dentsu to Buy Customer Experience Agency LiveArea|website=wsj.com|last=Deighton|first=Katie|date=July 7, 2021|access-date=December 18, 2022}}</ref>
In May 2022, Dentsu International acquired Dig Into.<ref>{{cite web|url=https://www.marketscreener.com/quote/stock/DENTSU-INC-6494643/news/Dentsu-Group-Inc-acquired-additional-85-stake-in-Dig-into-Inc--40607561/|title=Dentsu Group Inc. acquired additional 85% stake in Dig into Inc..|website=marketscreener.com|date=May 31, 2022}}</ref>
In June 2022, Dentsu International acquired Irish Salesforce consultancy firm Pexlify.<ref>{{cite web|url=https://www.siliconrepublic.com/business/pexlify-denstu-group-merkle|title=Japanese multinational strikes deal to buy Dublin's Pexlify|website=siliconrepublic.com|date=June 20, 2022|access-date=December 18, 2022}}</ref>
In August 2022, Dentsu International acquired Indian tech firm Extentia.<ref>{{cite web|url=https://timesofindia.indiatimes.com/business/india-business/dentsu-acquires-pune-tech-co-extentia/articleshow/93437909.cms|title=Dentsu acquires Pune tech co Extent|website=timesofindia.indiatimes.com|date=August 9, 2022|access-date=December 17, 2022}}</ref>
In December 2022, Dentsu International acquired Australian consultancy firm Aware Services.<ref>{{cite web|url=https://www.adnews.com.au/news/dentsu-acquires-australian-consultancy-aware-services|title=Dentsu acquires Australian consultancy Aware Services|website=adnews.com.au|last=Pash|first=Chris|date=December 14, 2022|access-date=December 18, 2022}}</ref>
In March 2023, Dentsu International acquired U.K.-based content production firm Tag.<ref>{{cite news|url=https://www.theguardian.com/media/2023/mar/07/uk-marketing-content-firm-tag-strikes-533m-deal-with-japans-dentsu|title=UK marketing content firm Tag strikes £533m deal with Japan's Dentsu|work=The Guardian |last=Sweney|first=Mark|date=March 7, 2023|access-date=April 25, 2023}}</ref>
==Operations== ===Subsidiaries and divisions=== Dentsu International comprises Carat, Dentsu (operations outside Japan), Dentsu media, Fountainhead MKTG, iProspect, Isobar, mcgarrybowen, Merkle, Milestone Brandcom, Posterscope, Soap Creative (including its video game branch - SMG Studio), and Vizeum.<ref>{{cite web|author=Pritha Mitra Dasgupta |url=http://articles.economictimes.indiatimes.com/2014-07-28/news/52139353_1_majority-stake-binani-cement-300-crore |archive-url=https://web.archive.org/web/20150122131516/http://articles.economictimes.indiatimes.com/2014-07-28/news/52139353_1_majority-stake-binani-cement-300-crore |url-status=dead |archive-date=22 January 2015 |title=Dentsu Aegis buys controlling stake in OOH firm Milestone Brandcom|website=Articles.economictimes.indiatimes.com |access-date=2016-01-28}}</ref>
==References== {{Reflist}}
==External links== * [http://www.dentsuaegis.com/ Dentsu Aegis Network] {{Media in the United Kingdom|comporg}}
{{Authority control}}
Category:Dentsu Category:Advertising agencies of the United Kingdom Category:Mass media companies based in London Category:Companies formerly listed on the London Stock Exchange Category:Marketing companies established in 1966 Category:Dentsu Aegis Network brands Category:Mass media companies established in 1966 Category:1966 establishments in France Category:2013 mergers and acquisitions Category:British subsidiaries of foreign companies