MARKETING Magazine Asia

Dentsu Aegis Network has launched dentsu X globally through its rebrand of Dentsu media. The Group’s current media specialist – Dentsu media – will be rebranded to dentsu X, and carry a new brand proposition of “Experience Beyond Exposure”.

In accordance with the global rebrand, Dentsu media Malaysia will now be known as dentsu X Malaysia, and its sub-brands of media cubic and media palette will be rebranded to dX cubic and dX palette respectively.

The new proposition, “Experience Beyond Exposure”, relays the brand’s strong belief in the power of experience over exposure. dentsu X is designed to help brands create integrated and personalised marketing solutions to cut through the noise in the media market and meet rapidly changing consumer demands.

Takaki Hibino, Global Brand President of dentsu X, who will continue to lead his successful team within the new dentsu X brand globally, commented,

“When Dentsu media was first launched in 1999, the use of the word ‘media’ had a very limited meaning. For close to two decades, Dentsu media alongside its sister creative agencies has expanded to offer much more to our clients than that original definition could describe. This is why we evolved its identity to reflect the potential of our brand and selected ‘X’ to represent the importance of delivering unique experiences.”

“By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop these experiences for clients that are truly focused on digital solutions.”

On the local front, Yap Chee Weng, CEO of dentsu X Malaysia (pictured), who has been the agency’s head since its establishment in Kuala Lumpur five years ago, affirms that the timely rebrand is indeed necessary to accurately reflect the agency’s evolution and growth through the years.

“Dentsu media has been Malaysia’s fastest growing media agency, recording about 300% of growth in billings over the last three years, based on RECMA’s data. This achievement can be attributed to our agility in navigating and adapting to the ever-changing business landscape,” Chee Weng shared.

“At present, our economy revolves around consumer demand. Clients increasingly ask for integrated and addressable marketing plans, so we must be innovative to stay relevant and effective in this constantly shifting paradigm of marketing.

In this respect, the launch of dentsu X today marks our entry into the next phase of our brand history. While our business domain remains in media, we intend to design and implement a much wider scope of marketing and communication solutions,” he continued.

Chee Weng added that the agency was already working on several new projects which tap into big data and new technologies that leverage a consumer’s experience and emotion to develop creative media strategies.

Dentsu X is currently in 13 Asian Markets and has a strong presence in Canada and Russia. The agency will soon roll out in some key markets in Europe, Middle East and Africa (EMEA) within this year.