Dentsu Aegis is restricting its operating model which includes the launch of Dentsu X in the UK with the merger of three agency brands.
The organization will follow suit with rival networks as it aims to change to simplify its structure globally, which has been initiated with the merging of 360i, Fetch and ICUC, led by chief executive Patrick Affleck, formerly chief executive of Fetch UK.
"What we are doing is to introduce new ways of working which is putting new lines of capabilities like media performance in one place and creative in another place," explained UK chief executive of Dentsu Aegis, Ewan Jarvie while talking to The Drum, "so as we look to organize our brands around the world in each of the biggest countries they all align under a number of specific lines of business in order to consolidate expertize."
“We can then lead the expansion across the service in a different way,” he continued, adding that media brands such as Carat, iProspect and Vizeum had sat separately but would not be grouped together.
Isobar will move to a ‘consumer and commerce space’ in different iterations in different countries alongside DWA Media and Merkle will sit in a CRM space with new acquisitions sitting alongside it within that vertical as they come on board.
“What it does is, it makes it easier for us to explain and navigate and present our business around the world because I think we have been quite complicated in how it has been organized, and it may not have been overly consistent. So we are trying to make that simple for ourselves as well as our clients and the market to help understand who does what,” Jarvie added.
Five lines of business will be created across: media, performance, creative, consumer experience and commerce and entertainment and sports marketing.
The process of combining the four agencies will be completed by 1 January, according to the announcement of the merger.