As things stand, Dentsu Aegis is made up of five different agencies, which each add a different level of specialism to the mix. Here’s a rundown of each brand.
Barnes, Catmur & Friends Dentsu:
The newcomer to the Dentsu Aegis family has been introduced to bring some creative firepower to the group. And because this is something the team at Barnes Catmur feels very comfortable with, Harvey is not interested in changing the way they do business.
“We still treat them as an independent agency,” Harvey says. “All the things that made them great as an agency, we want to retain: leadership, culture, and the team in its entirety.”
The difference now, however, is that managing partners Paul Catmur and Daniel Barnes have access to range of other specialists across the
group, who have access to research and insights capable of lifting the creative.
This media arm of Dentsu Aegis was formed on the premise of “creating connections that count”. What this means is that rather than simply focusing on giving a brand or a product as much exposure as possible, Vizeum instead uses research and insights to ensure that the branding messages actually connect with the intended target consumers.
Dentsu’s other media agency recently made the news for attracting the talents of experienced media operator Alex Lawson, who has taken on the role of group business director across the Holden and ASB accounts.
“The biggest piece that attracted him was the model that we have,” says Harvey. “Alex is a guy who’s all for collaboration and he’s already thriving in this new environment.”
Carat’s focus is on building a strategically led approach that redefines the value of media through unlocking the power of media convergence.
As brands transition into the digital world, performance-based marketing becomes more important. If brands are always on, you need to ensure that the messages are always reaching the right people. Fortunately, this is a space that iProspect excels in. As the digital preformence specialist in the Denstu Aegis Network, iProspect not only ensures that the right messages are going out from but also that the consumers on the receiving end get what they want, where they want it and when the want. And given that digital isn’t going anywhere anytime soon, this role will only become important as Dentsu continues to evolve its offering over the next few years.
While MKTG is generally regarded as an activations agency, it’s actually a bit more layered than that. MKTG was, in fact, formed through the fusion of ApolloNation (shopper marketing), Haystac (PR) and Synergy (brand experience) with the aim of giving consumers a more fluid solution across all those disciplines. As Harvey explains: “We saw a real blurring of the lines, so we brought them together under this new brand MKTG.”