Dentsu unites its creative brands under one global full-service agency


• The announcement was made at Cannes Lions International Festival of Creativity

Dentsu has revealed it has restructured its creative brands and consolidated them into one global full-service creative agency, Dentsu Creative.

The announcement was made by Dentsu global CEO, Wendy Clark, and global chief creative officer, Fred Levron at the Cannes Lions International Festival of Creativity.

The launch of Dentsu Creative is part of the plan to break down silos and inefficiencies and simplify client engagement, and provide modern and creative solutions to answers clients’ needs.

Dentsu Creative brings together assets such as dentsuMcGarry Bowen, Isobar and 360i, from all over the world under one brand.

In the Australia and New Zealand region, BWMdentsu, dentsuMB, Isobar, Haystac, and Cox Inall will come under the new brand network name and will be led by CEO of Dentsu Creative ANZ, Kirsty Muddle.

Levron said: ”If you had the chance to build a brand new global creative network designed for the modern world, what would it look like? That is what we are answering with the launch of Dentsu Creative.

“Clients, talent and the industry at large are craving for a change: in the way we build brands, in the way we collaborate and in the role we give to creativity. If the current players have set the rules of the previous century, we have the ambition to set the rules for the decades to come,” he added.

Clark said: “At dentsu, we’re building a modern agency network fuelled by horizontal creativity – a creativity designed to unify our people, their capabilities and our delivery for clients. We’re fortunate to draw from our Japanese heritage steeped in a relentless focus on craft, innovation and creativity.

“This legacy inspired our vision for modern creativity that was born in Japan and raised in a connected world. Dentsu Creative offers a simplified, modern creative proposition that answers clients’ needs for us to break down agency silos and inefficiencies and seamlessly connect our talent around the right client opportunities at the right time,” she added.


Muddle said: “We have created an agency to connect brands and businesses to the future through the power of modern creativity. The modern world is more complex to navigate than ever for brands and businesses.

“We are driven by our clients’ needs for creative that creates new behaviours, is made possible by technology, made personal by data, and made powerful by emotion. At the centre of our creative thinking is a deep understanding of consumer behaviour.

“To deliver modern creativity, we need an agency that can operate seamlessly across technology, data, and creativity, led by teams who reflect the modern world with a mandate to make a difference to people and the planet.

“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,” she added.

Dentsu Creative is made up of 9,000 creative experts across 46 markets connected to 37,000 media and CXM experts across dentsu international and collaborate closely with dentsu’s creative team in Japan.

Further leadership announcements will be made as Dentsu Creative brings in the next generation of strategic, production, business and creative leaders.

Top image: Wendy Clark and Fred Levron

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