Benjamin Li
Mar 19, 2014

Dentsu launches new unit to expand content business

ASIA-PACIFIC - Dentsu will launch a new content-creation unit, Dentsu Media Creative Content (DMCC), on 1 April.


DMCC will operate across Dentsu Media's 22 offices in 13 countries and territories, export both Japanese content and content developed in other countries to various markets.

Based on the demand advertisers face to develop and manage high-quality content in order to communicate with consumers, Dentsu decided to expand, on a global basis, the production of entertainment- and sports-related content that it has cultivated in the Japanese market since the 1970s.

Through the development of new content, content management and the training of professionals in content production, DMCC aims to expand communication opportunities for marketers in the respective countries and local cultures, as well as business opportunities for the media owners and content holders.

A Dentsu spokesperson told Campaign Asia-Pacific the new unit will have 30 dedicated staff members, and the group is currently combing its offices for talents to devote to DMCC.

“We have been doing the content business mainly in Japan," the spokesperson said. "But since we have done some content co-creation with our local Dentsu offices in the region in the past couple of years with some great success, we believe the content business can be done outside of Japan to better connect with our clients and media partners."

Some of those past successes include:

  • Localisation of Iron Chef, a long-running programme from Fuji Television in Japan. The Thai version proved popular in Thailand, leading to tie-ups with sponsors including a food company and a beer maker.
  • Rollout in Jakarta of the AKB48 idol-group platform. JKT48, as it is known in Indonesia, has become one of the most popular idol groups in the country, winning multiple awards both as an idol group and as a business entity, according to the agency.

Without naming specific clients, the spokesperson said some of the brands are sponsoring big events like the Olympics and World Cup.


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.