Dentsu Aegis Network (DAN) has launched a new global full-service creative agency Dentsumcgarrybowen.
The new agency brings together Mcgarrybowen and Dentsu brand agencies.
Dentsumcgarrybowen will be led by global co-presidents, Merlee Jayme and Jon Dupuis, who will report to DAN global CEO, creative, Jean Lin.
Gordon Bowen, founder and global chairman of Mcgarrybowen, will take on the role of global chairman of the new agency, in addition to his role of DAN chief creative officer.
Lin says the move is a "critical next step" for DAN to strengthen its global creative and experience offering.
“In this new world, business and brands need to differentiate with authenticity more than ever, and to create trust, consumers need to see and feel this behaviour across all brand touch points," Lin says.
"The formation of dentsumcgarrybowen, together with the rich experience capabilities of sister agency Isobar, will enable Dentsu Aegis Network to deliver powerful global solutions for our clients through creative experiences at scale across the customer journey.”
The new entity brings together more than 3,000 people, working in 33 locations, and representing 24 key global markets across the Americas, Asia Pacific, and Europe.
It is part of the newly formed creative line of business at DAN that includes creative, content, design and experience agencies outside of Japan, including Dentsu brand agencies, Isobar, John Brown and Dentsu PR agencies, including Mitchell.
Dupuis says Dentsumcgarrybowen has been formed to be the next generation of global creative agencies.
"Our goal is to build a network for the client needs of today and tomorrow and meet their requirements for strategic and creative expertise, delivered at global scale," Dupuis says.
"We will partner with clients to create ‘work that wins in the world’, helping them find their unleveraged advantages and applying them to help brands win—beyond their category, in culture and with consumers.”
DAN’s creative line of business in Australia and New Zealand is comprised of three core brands including BWM Dentsu, Isobar and MKTG, along with specialty PR and Communications agencies Haystac and Cox Inall.
BWM Dentsu Group CEO Paul Williams says the group will be the Australian shop front for Dentsumcgarrybowen but all agencies will retain their current brand names.
“I am thrilled that BWM Dentsu, an agency Rob, Jamie and I started 23 years ago, is now a key part of a truly global creative agency," Williams says.
“We have been branded as a Dentsu agency for the past five years, and have worked closely with Dentsu agencies to service global clients. This is the next step in the evolution of the Dentsu creative offer.
“The benefit to our clients is knowing our team is exposed everyday to best in class strategic and creative thinking from across the world, and that through our proven strategic approach, the modern masterbrand, we can continue to deliver work that resonates in the Australian market."
Dentsumcgarrybowen will serve brands including Ajinomoto, American Express, Asahi Breweries, Canon, Disney, Hershey, Kao, Marriott, Shiseido, Subway, The Coca-Cola Company, Toyota, and United Airlines.
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