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Dentsu Inc. McGarryBowen Launches Startup Incubation Organization "mbForge"
Dentsu Inc. McGarryBowen, part of Dentsu Aegis Network, recently launched its new startup incubation organization "mbForge." For its inaugural client, it ran the "Delivery with Drizly" campaign for alcohol delivery service Drizly during the Thanksgiving holiday weekend.
Drizly, which provides a new alcohol delivery service, was founded in 2012 and currently operates in 24 cities across the US and Canada. Its system allows customers to order alcohol online, with a contracted liquor store near their home delivering it within an hour at the same price as in-store.
Phil Gorman, an executive at Dentsu Inc. McGarryBowen, stated, "It's a groundbreaking system comparable to Uber or Airbnb, but it lacked brand recognition and needed the power of a creative agency. For us, it's not just about expanding our work with traditional major advertisers; we also need to nurture new advertisers." He emphasized, "While advertising groups have startup support projects like Publicis90 (Publicis), Courtside Ventures (WPP), and R/GA's Start-up Academy (Interpublic), our mbForge has a different business model in that it does not aim to own or absorb the startups it supports."
The McGarryBowen campaign rolled out across OOH, digital, and print media
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