Dentsu struggles internationally

Article Abstract:

Dentsu Company Ltd of Japan's goal of becoming a global advertising agency has not been realized after 10 years of trying. Despite the creation of partnerships in the US and in Europe, the agency still has to replicate the success of its domestic operations. Observers believe that the major stumbling block to Dentsu's success in the international market is cultural in nature. The use of an outmoded management system, coupled with the firm's conservatism, have contributed to the disappointing performance of the agency in the international field.

Dentsu Tec Inc.

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Japan agencies turn to Internet

Article Abstract:

Hakuhodo and Dentsu, Japan's two leading advertising agencies, are building new businesses via the Internet. Hakuhodo has launched a new Internet venture in the US that will provide online greeting cards allied with a sweepstakes service. On the other hand, Dentsu teamed up with US- based Internet services provider, marchFIRST, to launch the company, DENTSUmarchFIRST. The new company provides online economy services to Japanese companies, including Web site creation and hosting, end-to-end commerce, and CRM solutions.

Hakuhodo

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Japan's ad agencies move toward global standards

Article Abstract:

Japan's advertising agencies' effort toward setting international standards is spurred by mergers between domestic and foreign agencies. For instance, WPP reported in early Aug 1998 it is investing $208 million in Asatsu Inc while in Jan 1998 20% of Japan's eight-biggest agency I&S Corp was bought by Omnicom. Advertisers in Japan perceive the creation of strong brands as their lone chance to avoid downward spiral, stressing that strong brands means strong businesses.

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