SINGAPORE: Japan's largest agency Dentsu Inc is establishing a
third Singapore office called Dentsu Asia after its client Toyota Motor
Asia-Pacific moved its marketing department from Japan to the city last
month, making it its regional marketing hub.
Dentsu Asia is an administrative and account service office with 10
employees headed by Noriyuki Shutti.
It will liaise with Toyota and its other rostered agencies in the region
to assist them with regional campaigns. Dentsu Inc opened a third office
partly because Dentsu Y&R works for Land Rover, which could result in
client conflict.
At the same time, it wants wholly-owned subsidiary Dentsu Singapore -
previously Dentsu Mandate - to focus on local rather than regional
business.
Singapore has been Toyota's regional distribution hub since 1990. The
change happened because Toyota management in Singapore wanted to be
involved with marketing as well.
Hiteaki Matsuki, vice-president of marketing for Toyota Motor
Asia-Pacific, said the company has about 15 marketing people in
Singapore responsible for Taiwan and Asean markets.
Dentsu Asia is working on a project basis and has yet to negotiate a
retainer, said Hirofumi Fujise, general manager external affairs
atToyota Motor Asia-Pacific.
