Gurjit Degun
Jun 20, 2022

Dentsu International drops DentsuMB, 360i and Isobar names to break down silos

Dentsu Creative has been led by chief creative officer Fred Levron.

Fred Levron and Wendy Clark.
Fred Levron and Wendy Clark.

Dentsu International has brought together its creative agencies DentsuMB, 360i and Isobar to create a global creative network in a bid to break down silos.

The change, which was announced at the Cannes Lions International Festival of Creativity today, is aimed at "simplifying client engagement and injecting creativity" in everything the company does.

It means that the DentsuMB, 360i and Isobar names will no longer exist.

Dentsu Creative has been led by Fred Levron, who joined Dentsu International as chief creative officer in November last year.

He 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 with the launch of Dentsu Creative.

"Clients, talent and the industry at large are craving for a 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."

Dentsu Creative has three main goals for clients (create culture, change society and invent the future) with the overarching theme: modern creativity. The company has also created a visual identity that shows East meeting West and illustrates the network's "dedication to craft and the transformative power of creativity."

Wendy Clark, global chief executive of Dentsu International, said: "At Dentsu, we're building a modern agency network fuelled by horizontal creativity – a 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."



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