By A Correspondent

Dentsu Aegis Network today announces the launch of dentsuX which will be, as a communique notes, an “integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights, following the rebrand of the Group’s media specialist – Dentsu Media”.

The new proposition, “Experience Beyond Exposure”, relays the brand’s strong belief in the power of experience over exposure, the communique adds.

Takaki Hibino

Takaki Hibino, Global Brand President of dentsuX,will continue to lead the agency globally. He said:  “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 creative agencypartners 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.”

Nick Waters

Added Nick Waters, CEO of Dentsu Aegis Network Asia Pacific: “Dentsu Media is unique as a scaled Asian agency network. Integrating within Dentsu Aegis Network portfolio of agencies it has propelled its growth so that it currently leads the Campaign new business tables.”

“This change of branding serves to better reflect the agency’s capabilities and further enhance its position as a global agency network,” Waters added.

Divya Karani

In India, dentsu X will be headed by Divya Karani as CEO. Said Karani: “Dentsu Media has always believed in reaching ahead, anticipating and embracing change. ‘Experience’ is the currency in the brave new world we live in. dentsu X delivers to this.”

The rebrand of Dentsu Media to dentsu X is effective today.

Editor’s Note: As a policy we do not honour the capitalising or various ways in which brands call themselves. Unless of course it’s a change of spelling. For instance, the communique from Dentsu spells Dentsu Media with a lowercased ‘m’ –Dentsu media and not Dentsu Media. But we don’t write it as that. Since it’s a launch press release, we’ve let it be a lowercased dentsu in the name but from now on, it will be: Dentsu X J