Dentsu takes stake in Sony ad agency
in new-media tie-up
TOKYO - Dentsu has taken a 40% stake in electronics giant Sony's in-house advertising agency as the two announced plans to develop advertising for high-speed internet services.
The division will be relaunched, with a focus on developing media and advertising for broadband. The new name of the unit has not been revealed, but Ikuya Tanaka, currently director of Dentsu's sports marketing division, has been named president of the operation.
The move will see Intervision, Sony's advertising subsidiary, retain Sony as a client, but will also seek new business from other clients.
It plans to offer a wide range of services, from the traditional media planning and buying, to interactive marketing, developing new technologies for market and providing content.
It is part of Sony's strategy to integrate its products, including TVs, stereos, videos and its ISP So-net. Sony chairman and chief executive Nobuyuki Idei said: "We must become more efficient in the way that we advertise."
Dentsu is Japan's largest ad agency, reportedly accounting for some 25% of ad revenue in the country.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
Latest jobs Jobs web feed
- Business Development Executive Bullfrog Digital LTD Up to £30k + Commission and benifits, Shoreditch
- Head of Strategy, Insight & External Relations London & Partners COMPETITIVE + PRP + BENEFITS, London Bridge
- Senior Account Manager Hot Cow Between £32,000 - £35,000 with discretionary bonuses., Near Chiswick Business Park, a fun and vibrant location to work with events, a lake and bars.
- Project Manager - Integrated / Digital - Superb London Agency Fill Recruitment Ltd £40k - £50k plus bonus and superb benefits!, Central London
- Project Manager AF Selection £25,000 - £28,000, Manchester
- Managing Partner / Client Services Director David Thatcher Recruitment £80-95k, Bristol