Focus to be placed on business lines and skill sets above agency brands, says CEO Ashish Bhasin.
The move unites tens of thousands of global employees under a single Dentsu brand; the former Dentsu Aegis Network will be known officially as Dentsu International.
Solution aims to improve media quality and efficiency by consolidating supply, and working closely with tech platforms and data partners.
The agency’s hub for the brand will focus on driving strategy, planning and ecommerce solutions.
The unit already employs 1,000 people, serves over 100 clients and manages $16 billion in global billings.
She has the personality and experience Dentsu demands for its international business. But can she add firepower to its creativity and culture?
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