What did the media say about us?

Dentsu Bags Creative For Lumix And Viera

By: Malati Siniah, Malaysia

Published: 3 hours 49 min ago

 PANASONIC   OLYMPICS    LUMIX

Malaysia - Following a 2-week 5-way pitch, Dentsu Utama, the local office of Dentsu Network has won the strategy and creative duties for Panasonic's digital camera range Lumix and its television range Viera.

The pitching process was to determine the best agency to integrate both brands with innovative solutions. However, Panasonic was not necessarily looking to award the same agency to handle both of the accounts.

Dentsu Utama has begun work on both accounts and expects to kick off its first campaign soon.

Last year, Dentsu Utama was appointed to manage the corporate communication for Panasonic's Eco and Energy business and corporate sponsorship for the Olympics 2012 campaign.

Commenting on the agency's latest win, Hideo Katakura, vice president of Dentsu Utama said: "We are elated to move to the next level of business partnership with Panasonic. In order to meet our client's overall business objectives, we need to have an aerial view of the corporate strategy as well as an insightful vision for all of its brands,"

Last month, Panasonic kicked off an integrated campaign introducing new range of its Lumix digital cameras targeted at women. It also recently invested RM15 million to market its newly launched Smart VIERA TV.

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James Hawkins set to perform for Dentsu.

A little late, but better late than never! A significant step to even stronger online performance marketing for our clients in Malaysia. Looking forward to regional collaboration to providing more significant value for our clients' investment in the digital space.

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Former Managing Director of DGM Asia, James Hawkins, has joined Dentsu Asia Pte Ltd as the Executive Director of Performance Marketing.

Reporting to the COO of Dentsu Asia, Mr. Hiroshi Harada, Hawkins’ main role will be to develop and grow the agency’s capability in performance marketing, the core measure of digital campaigns with today’s clients working closely with Angeli Beltran of Dentsu Asia Digital Division (DADD) and Akiro Suzuki of Dentsu Media in Singapore.

Angeli Beltran, Executive Regional Director, DADD, say, “The business of results – tracking, measurement and optimisation, is the fastest growing area in digital. James comes with a proven track record with multi-national clients and we’re very pleased that he will be able to contribute to growing our clients’ businesses as well as imparting the skill sets regionally” DADD was set up in January 2010 as a regional hub to drive digital business for Dentsu’s clients.

Dentsu Sustainability Solutions Unit.

We announced the arrival of a new IP platform 2 weeks ago during our regional meeting. Though this is not new to Dentsu Inc, which of course already has many established divisions with regards to sustainable initiatives and expertise, the announcement of such platform is in line with our vision of providing a sustainable future for all, from a regional perspective.

Striking equilibrium between economic profitability and environment sustainability may seem impossibly idealistic, but important to note that it is not an impossible feat. Looking forward to implementing practical strategic plans as well as inspiring our partners to innovate the world out of its current problems.

Wish us well and wish us luck ;)

Dentsu Asia won regional Apple account.

This will be a good springboard for us to further advance our digital innovation capabilities. On a separate but relevant note...

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Apple & The Dentsu Group Bring iAds to Japan

TOKYO and CUPERTINO, California—November 9, 2010—Apple® and The Dentsu Group today announced a partnership to expand Apple’s iAd℠ mobile advertising network to Japan in early 2011. Dentsu will be responsible for the selling and creative execution of iAds in Japan, and Apple will host, target and deliver the iAds to its iPhone® and iPod touch® users. iAd was launched in the US in July and has emerged as a powerful new way for leading brands to reach the tens of millions of iPhone and iPod touch users, while providing a significant new revenue stream for developers.

“After an incredibly successful launch in the US where we’ve already doubled the number of brands on the network, we’re excited to bring iAd to Japan,” said Andy Miller, Apple’s vice president of iAd. “Dentsu is one of the world’s most prestigious advertising agencies, making them an ideal partner for iAds in Japan.”

“We’re thrilled to be joining with Apple to introduce such a powerful new ad platform in Japan,” said Ryuichi Mori, Senior Executive Vice President, Dentsu Inc. “Mobile advertising is Japan’s fastest-growing platform and iAd’s rich media experience and engaged audience of iPhone and iPod touch users make it uniquely positioned to capture mobile’s full potential for advertisers and developers.”

Dentsu subsidiary cyber communications, inc. (cci) will provide one-stop services for iAd in Japan including creative production and media planning.

iAd, which is built into iOS 4, lets users stay within their current app while engaging with an ad, even while watching a video, playing a game or using in-ad purchase to download an app or buy iTunes® content.

Developers who join the iAd Network can easily incorporate a variety of advertising formats into their apps. Developers will receive an industry-standard 60 percent of the iAd Network revenue, which is paid via iTunes Connect. Developers can visit developer.apple.com/iad to join the iAd Network, or to learn more about the iAd platform.

Founded in 1901, Dentsu Inc. has held the position of world’s top brand agency for almost 40 years. Based in Tokyo, Dentsu offers national, multinational and global clients the most comprehensive range of advertising and marketing services through its unique “Integrated Communication Design” approach. Active worldwide in sports marketing and the production of movies, anime and other entertainment content, the Dentsu Group has more than 6,000 clients and close to 20,000 employees worldwide.

cci, established in 1996 as a subsidiary of Dentsu Inc., has led the growth of Japan’s online advertising market as a total interactive, one-stop marketing service company that provides internet advertising services including media planning, ad serving technology, ad creative service and market analysis.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

Press Contacts:
Tom Neumayr
Apple
tneumayr@apple.com
(408) 974-1972

Shunsaku Kannan
The Dentsu Group
s.kannan@dentsu.co.jp
+81 3 6216 8041

WWF (panda, not wrestling) x Dentsu for Coral Triangle.

It's finally confirmed and safe to break the news :) Today our dear new partners will be representing Dentsu to pitch a strategic proposal for Coral Triangle 2011 campaign to their regional Marketing Directors in Shanghai. We send Dentsu power from Malaysia, Singapore, Indonesia and all over the world.

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Dentsu Asia Network has been appointed as WWF’s marketing communications agency network for their Coral Triangle campaign after a two-way pitch against BBDO.

As part of the Dentsu Asia Network, offices in Malaysia, Indonesia, Singapore, Vietnam, Phillipines and Japan will each play a significant role in driving a 360 integrated communications strategy to support the awareness campaign for WWF.

The upcoming campaign aims to raise public awareness on the distressing issues affecting the Coral Triangle, one of the world’s most important and vibrant marine eco-systems. Located in the waters off the coasts of Indonesia, Malaysia, Papua New Guinea, Philippines, Solomon Islands and Timor-leste, the Coral Triangle is home to 76% of the world’s coral species, sustaining the lives of more than 120 million people in that area.

The recent appointment by WWF leverages on the strength of Dentsu’s network in this region which allows for insights to thrive and local engagements to foster. The campaign came at a favourable time after Dentsu formed a regional action team to address sustainability communication challenges internally and for businesses in the Asian market. For more than two years, the wheels of change have been put into motion through a spectrum of research with Dentsu’s Green Chronicles and injecting sustainable solutions into its diverse marketing initiatives.

Dentsu’s commitment to environmental activities has been recognized by the Ministry of the Environment of Japan when it became the first company in the Japanese advertising industry to receive the “Eco-First” certification. Various group-wide efforts since then have been established to actively promote Dentsu’s environmental agenda to employees, clients and suppliers globally.

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Hip hip hooray! 2011 - The year of sea - Gear up, you urban sailors! Looking forward to produce some great digital ideas ;)

My great Empire State of Mind today.

Before I begin. Thank You for opening doors.

It was a good (but according to boss, it was unexpectedly way beyond 'good') presentation yesterday to the boss' boss. And we're really happy with the result and the feedback. I guess that is what happens in every pitch. More than you wanna hear "Ok, great, let's proceed", is "Ok, I'll give you the budget, you make it happen in quarter 2". Ahh, music to my ears - money and deadline equals to a definitive green light. So that's what 'way beyond good' means :)

So, we've got a preliminary plan in place to roll out The Green Chronicles for Asia, a little too concrete at the moment since we haven't really got an accurate scope on what's happening in other subsidiaries. TGC was more like a research-based project but I think we could use this stone to kill many birds if we could strategically plan it right. Even the term 'for sustainable marketing' seems limiting. The process itself could be used to change people's mindset. And I think that's probably the most important part. So I've been up all night, drilling down level 1 and leaving the rest... less concrete :) It's my first time to work on a project that's of this scale and though it's pretty daunting at first thought, I'm really really extremely excited about the possibilities. For everyone. We definitely want to be strong in this region and be known as the 'catalyst of change for sustainability'. And more importantly, we want results. Long-term accountable and sustainable results. Let see where this journey takes us.

Well it's Saturday. Lighten up a bit :) Love this video. Love this song. Love the reality and the gritty streets of the big apple. Love the love New Yorkers have for New York.

Dentsu iButterfly launched in Adtech 2010, Singapore.

The iButterfly dubbed as 'digital coupons' or 'location focused information' by its creators, is an innovative iPhone application which mashes media, entertainment via AR, GPS technology and consumer incentives into a single platform. It allows users to 'catch' butterflies in the Augmented Reality world anywhere which this application is available. All the user need to do is raise the phone, wait for the virtual butterfly to fly into the square, then swing to catch it. Once caught, users will then able to retrieve the coupon or information linked to the butterfly. It's also a fun and entertaining application which sometimes these butterflies are simply caught for collection or to be shared with friends.

This location based services can limit coverage to areas (e.g within X range) or by time (e.g within Y month).

The video shows the initial presentation of iButterfly - the first series after its prototype developed by the Communication Design Centre (CDC) team in Dentsu Japan. This is a strategic platform which demonstrates how innovative usage of existing technology can transform mobile phones into personal media space in an engaging and permissive way. Of course if you are wondering, there are many ways to redesign the 'butterfly' to suit other creative ideas.


The iButterfly is a proprietary (IP) mobile application owned by Dentsu and is launched today in Singapore. It will soon be available in the rest of Asia, outside of Japan. The idea was conceived from Dentsu Group's philosophy of 'Good Innovation' fueled by the three guiding elements of Ideas, Technology and Entrepreneurship.

If your interested to know more :) we'll be happy to share.

Striking balance between environmental and economic profitability.

Working on a pre-project. Pre because it isn't exactly a project project yet. But something that I've been advocating and really keen on pushing. And push I will.

Next week (fingers crossed) is probably the defining week of what could possibly be my dream project, inspired by the likes of Future Perfect. The kind of job that brings you so close to grassroot reality but at the same time provides you enough commercial leverage to spark substantial change. It's kinda nerve-wrecking for me because... for some strange reasons, it feels like I've just signed up for a very 'informal' interview cum self-credentials presentation. Or maybe, nothing of that sort and all these nerves are just making me a little more mental each day. Yeah, maybe it's all in my head, it could be a very clear cut straightforward no nonsense project which feasibility really depends entirely on the budget. It's probably no big deal.

But then again, it could be. From what I feel, it could be a defining moment for both employer and employee to change the way we've been orbiting in the industry for the past decades. If we don't change our course now, we will be headed right into an environmental and economic catastrophy (you know this is no exaggeration).

What started as an initial school-type project is maturing and after much incubation where improvisation was constantly made, now has the potential to evolve into becoming something even bigger which could inspire a cluster of others to consider different methods in doing things to bring about win-win-win situations for every stakeholders of Planet Earth. Yeah, I'm really digging this belief of 'innovating ourselves out of this mess which we've innovated ourselves into'. Yes Mr. President, we can!

But. With the bureaucracy, it could take another decade for something to happen. Or will it? It all depends on next week. Or week after next. Or as I've mentioned, the next decade. Sigh. We shall see. Maybe I'm nervous, because like any other pitches... I know I only have one shot?

Like Jan, I don't need to know everything. I just need to understand what I know.

Photo: The Icarus Project.