Shaun Whatling
Jan 23, 2018

The real meaning of a ‘new Dentsu’

The CEO of London-based sports marketing company Redmandarin offers a personal view on what Dentsu's legacy means for Japanese brands globally.

Last year, Dentsu president Toshihiro Yamamoto promised to create a new Dentsu’with a commitment to reform its work environment. The ambition is not just to prevent a recurrence of the tragic event of last year, but to reduce efficiencies and ultimately deliver a more productive Dentsu. A laudable ambition, and an opportunity for Dentsu to take a lead for Japan. Hopefully, with the strength of Dentsu’s connections to the Liberal Democrat party, it will become a beacon...

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