Dentsu expands new media agency network into Vietnam

The announcement was made by Dentsu Inc’s president and CEO Tadashi Ishii and is part of Dentsu Group’s strategy to establish a network of media agencies across the region. Vietnam becomes the ninth market in the Dentsu Media network, alongside Taiwan, Thailand, China, Indonesia, Singapore, India, Korea and Hong Kong.
 

Based in Hanoi, Dentsu Media Vietnam Company Ltd will be 90 per cent Dentsu-owned, other 10 per cent held by local ad agency Neko Co Ltd. With a capital of US$1.1 million and targetting 38 employees upon launch in January 2012, it will be headed up by CEO Takeshi Gotoda.
 

Dentsu Vietnam is located in Ho Chi Minh City, with a capital of $650,000, held 80 per cent by Dentsu Asia Pte. Ltd.  and 20 per cent by Dentsu Tec Inc. headed up by general director Nobuhiko Sasaki. Also in HCMC is Dentsu Alpha Limited, with a capital of $4.4 million, 80 per cent Dentsu Inc. and 20 per cent Neko Co., Ltd, led by general director Toshinori Aoki. Both are full-service advertising agencies.
 

By fully leveraging Dentsu Inc’s media services expertise (planning methods, analysis tools, digital business expertise, and sports and entertainment content resources), Dentsu Media Vietnam will work in collaboration with Dentsu’s two local brand agencies, Dentsu Vietnam Ltd. and Dentsu Alpha Limited, to enhance full-service capabilities, provide a higher level of integrated solutions to clients and contribute to the further growth and expansion of the Dentsu Group in Vietnam. Together they will proactively develop services that are geared toward regional and local clients.
 

According to the October 2011 edition of Advertising Expenditure Forecasts published by ZenithOptimedia, the size of Vietnam’s advertising market in 2010 was US$557 million, an increase of 6.8 per cent from the 2009 figure. The market is further expected to grow 9.4 per cent to US$609 million in 2011, 9.8 per cent to US$668 million in 2012, and 10.3 per cent to US$737 million in 2013.