dentsu

dentsu operates a holding-company model combining agency services, consulting and proprietary marketing technology. It creates value by bundling strategic planning, media buying, creative execution, customer experience, commerce and data infrastructure into integrated client engagements. The group uses its network brands to win enterprise marketing budgets and its proprietary identity layer to improve targeting, measurement and cross-sell across service lines.

dentsu is a Japanese publicly listed marketing and advertising holding company that operates a global network of agency, consulting, media, creative, customer experience and data-driven marketing businesses. Its portfolio includes media agency brands such as Carat, iProspect and dentsu X, creative and production capabilities through Dentsu Creative and Tag, consulting and CX services through Merkle, and proprietary data and identity technology through Merkury.

The group makes money primarily from managed service fees for media planning and buying, creative and production work, consulting, CX and B2B demand generation programmes, alongside media-related margins and software or data-led monetisation from its proprietary identity platform. Its paying customers are mainly enterprise advertisers, global brands, retailers and large marketing organisations seeking integrated media, commerce, identity, analytics and customer experience capabilities.