Three Dentsu Group Companies Launch "People Driven Content Marketing" Service to Integrate and Enhance Content Marketing Centered on "People"

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The text of the Dentsu Inc. news release distributed on May 24 is as follows.

May 24, 2018

Three Dentsu Group Companies Launch "People Driven Content Marketing" Service to Integrate and Enhance Content Marketing Centered on "People"

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto), Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Shuji Yamaguchi), and Cyber Communications Inc. (Headquarters: Chuo-ku, Tokyo; President: Akio Niizawa; hereinafter "CCI") are launching the "People Driven Content Marketing(TM)" (※1) service. This service integrates and enhances content marketing centered on the individual.

Amid the increasing diversity of media and formats on the internet, current content marketing faces two key challenges: (1) developing content aligned with consistent brand messaging, and (2) capturing consumers through integrated cross-platform deployment encompassing not only owned media but also advertising and social media.

"People Driven Content Marketing" expands our group's "People Driven Marketing" framework, centered on the individual, to overcome these challenges. It integrates new recipient-perspective data—specifically, "who is viewing what content?"—into traditional content delivery strategies. This enables previously difficult initiatives, such as continuous collaboration with web media beyond owned channels and data-driven content development/management across media, including advertising and social platforms.

This service collaborates with eight partner media companies (※2), leveraging their platform capabilities and editorial assets to enhance both the quality and quantity of content development, operation, and evaluation. Structurally, we have formed a cross-group special unit comprising experts ranging from content directors to analysts, including dedicated members (People Driven Content Partners) from each media company. At the core of this unit, we have established the "CCI Content Studio" to build integrated content marketing strategies, execute initiatives, and manage the entire PDCA cycle.

Moving forward, our group will continue to strengthen and expand collaborations with partner media outlets and content holders, driving forward-thinking content marketing to contribute to enhancing corporate marketing outcomes.