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The Story Lab Content Asia

Man behind Ninja Warrior format to run Dentsu Aegis Network’s Asia content business


By Charlotte McEleny, Asia Editor

February 11, 2016 | 2 min read

Denstu Aegis Network has appointed Shuntaro Tanaka, the man behind the popular TV format Ninja Warrior, to run its content business The Story Lab in APAC.

The promotion sees his role expanded from chief operations officer of Dentsu Aegis Network in Vietnam and the local lead for The Story Lab, to leading the specialist content division in Asia, which has offices across 16 countries globally.

The Story Lab is the global content arm of the advertising network, responsible for original content, content partnerships, curation, rights management and content investment.

Nataka will report into Sunil Yadav, president of Amplifi Asia Pacific, who said: “Shuntaro has great experience in content and has built a successful business in Vietnam as well as in Europe through 'Ninja Warrior'. With this promotion, we now have a strong regional leadership team across all the four pillars of Amplifi; investment management, partnerships, programmatic (Amnet) and content (The Story Lab). These teams will work closely to leverage the convergence and provide unique solutions for our clients.”

Of his appointment, Tanaka said: “We’re looking to create a one-stop agency that provides unique solutions to expand the business into different areas of content.”

Tanaka first joined Dentsu Inc. in 1997, where he was part of the TV team and worked on clients such as McDonald’s and Coca-Cola.

The Story Lab Content Asia

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