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Dentsu is merging its creative agencies to become an integrated network


By Ellen Ormesher, Senior Reporter

June 20, 2022 | 3 min read

Dentsu International has launched a new global creative network, Dentsu Creative, uniting agencies including DentsuMB, 360i and Isobar, as well as expanding its entertainment, earned attention and experience capabilities.

Dentsu Creative

The team behind the network announced its launch at Cannes Lions/ Image via Dentsu

Global chief executive Wendy Clark and global chief creative officer Fred Levron announced the launch at Cannes Lions.

The move forms part of a broader strategy at Dentsu, aimed at simplifying client engagement and reinforcing its commitment to creativity.

Dentsu Creative will be comprised of 9,000 creative experts in 46 markets, connected to 37,000 media and CXM experts across Dentsu International, and will collaborate closely with Dentsu’s creative team in Japan.

In the near future further leadership announcements will be made as Dentsu Creative brings in the next generation of strategic, production, business and creative leaders.

Levron, who joined Dentsu last year, said: “If you had the chance to build a brand-new global creative network designed for the modern world, what would it look like? That is what we are answering.

“Clients, talent and the industry at large are craving change: in the way we build brands, in the way we collaborate and in the role we give to creativity. If the current players have set the rules of the previous century, we have the ambition to set the rules for the decades to come.”

Clark added: “At Dentsu, we’re building a modern agency network fueled by horizontal creativity – creativity designed to unify our people, their capabilities and our delivery for clients.

“We’re fortunate to draw from our Japanese heritage steeped in a relentless focus on craft, innovation and creativity. This legacy inspired our vision for modern creativity that was born in Japan and raised in a connected world.

“Dentsu Creative offers a simplified, modern creative proposition that answers clients’ needs for us to break down agency silos and inefficiencies and seamlessly connect our talent around the right client opportunities at the right time.”

The launch follows Dentsu Group’s February 2022 announcement of a ¥250bn-¥300bn acquisition investment fund for 2022-2024.

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