dentsu

dentsu operates a hybrid agency-and-platform model. It creates value by combining strategic services, executional delivery and selected proprietary technology into integrated client engagements. The agency layer covers media planning and buying, performance marketing, creative production, CX transformation, retail media and B2B demand generation. The platform layer, led by Merkury, strengthens data unification, identity resolution, audience activation and measurement. This allows dentsu to deepen client relationships, cross-sell multiple disciplines and support larger enterprise transformation mandates.

dentsu is a Japanese-listed advertising, media and customer experience group whose core business is providing agency and consultancy services to enterprise advertisers. Its network spans media planning and buying, creative services, performance marketing, CX and CRM services, retail media operations, B2B demand generation, and specialist vertical offerings such as gaming. The group sells these services through agency brands including Carat, dentsu X, iProspect, Merkle and Tag.

Beyond services, dentsu also owns proprietary data and identity technology through Merkury, which supports audience activation, identity resolution and measurement across marketing channels. Revenue is generated primarily from service fees, project work, media-related commissions and performance-linked compensation, with an additional software and data monetisation layer from its platform assets. Its customers are mainly large brands, enterprise marketing teams, retailers and B2B organisations seeking integrated media, creative, commerce and customer transformation support.