Dentsu launches fourth full service agency in India

MUMBAI: Dentsu India has announced the launch in India of its fourth full service agency, Dentsu MediaTech.

The fully integrated agency will offer clients a full spectrum of 1-to-1 engagement, cutting edge creative solutions, end-to-end media and a full-slew of digital, mobile and new media services. 
“Dentsu MediaTech will help us resolve possible client conflict in categories where we are already having to turn back business, despite already having three Dentsu brands in the marketplace, “says Dentsu India group chairman Sandeep Goyal.
The Dentsu India Group already has three full-service advertising agencies - Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact - in the Indian market. Each agency has completely independent teams managing advertising and media for a host of anchor accounts.

Dentsu MediaTech joins the ranks to ClozR Communications; the Group’s CRM and loyalty practice will merge into this fourth new entity. ClozR currently handles CRM for clients like Jet Airways and Jaypee, besides others. Dentsu India has bought out Serco BPO (earlier Infovision), its erstwhile partner in the loyalty vertical.
A number of the new initiatives of the Dentsu Group in space management, retail design and creation of brand-experience centres will also function under the Dentsu MediaTech banner. To start with, Dentsu MediaTech will operate out of Mumbai and Delhi. Recruitments are in progress.

“This is our youngest brand. Hence, we will position it uniquely. Dentsu MediaTech will focus more on the technology interface of traditional advertising. It will also strengthen our delivery of “communication-without-lines” patterned on the futuristic solutions that Dentsu Inc. is known to provide in our home market of Japan,” says Dentsu India president Rajesh Aggarwal.

Dentsu India is a 74:26 JV between Dentsu Inc. of Japan and Sandeep Goyal’s Mogae Group. Besides the four full-service ad agencies, the Indian operations runs Clickstreamers (a digital media agency in partnership with Ignitee) and (remnant media trading platform where TOI, Zee and Star also own equity). Dentsu Inc. and Mogae have a 51:49 JV in the Middle-East, headquartered out of Dubai Media City, but administratively controlled from India.

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