Launch of "Dentsu Media Creative Content," a specialized organization promoting content business in global markets, primarily in Asia

^Effective April 1, Dentsu Inc. will launch ^" Dentsu media Creative Content" (DMCC) ^{※1. This} specialized organization will leverage "Dentsu media"—one of the Dentsu Group's global network brands—to globally advance content businesses connecting advertisers, consumers, and media companies.

The establishment of DMCC is driven by the rapid changes in the communication environment in recent years. In the global market, there has been a rapid expansion in the volume of information circulating and a diversification of channels. Consequently, for advertisers communicating with consumers through media, developing and managing high-quality, compelling content has become a critical point. Media companies are also aiming to maximize the value of the content they own.

In light of these circumstances, the Dentsu Group will further expand globally the production services—such as entertainment and sports-related content—which represent Dentsu Inc.'s strengths cultivated in the Japanese market. Specifically, by leveraging the network of Dentsu Inc. Media, which operates media businesses ^{in 22 locations across 13 countries and regions*2,} primarily in Asia, the group aims to create and expand communication opportunities for advertisers utilizing content, as well as business opportunities for media and content holders. This will be achieved through comprehensive efforts including the overseas export of Japanese content, the export of overseas content to other countries, the development of new content, the management of various types of content, and the cultivation of talent for the content business.

DMCC's primary missions are as follows:

1. Producing the highest quality popular content
By collaborating with local media and entertainment companies operating in each market, DMCC will create premium media content (including television, sports, film, music, online, talent, and games) and branded content rooted in the culture of each country and region. This will contribute to the growth of the media and entertainment market and further develop effective and efficient consumer communication utilizing this media content.

2. Cultivate producers for the content business
Expand the content business production expertise cultivated by Dentsu Inc. in the Japanese market to all countries and regions where Dentsu Media operates. Flexibly adapt to the unique characteristics of each market while developing professionals (producers) in this field, contributing to the growth of the content business market in each market.

3. Contributing to the Expansion and Diversification of the Content Business Market
Leveraging the synergy of our global network, we will contribute to the revitalization of media and content transactions across multiple countries and regions and the expansion of the content business market.

Dentsu Media Creative Content (DMCC) Logo

*1 Plans to deploy personnel at each Dentsu Inc. Media location and operate through a network organization of approximately 30 members.
※2 The 13 countries/regions are: India, Indonesia, South Korea, Singapore, Thailand, Taiwan, China, Japan, Philippines, Vietnam, Hong Kong, Malaysia, Russia (in alphabetical order).

 

[Reference: Dentsu Inc. Media's Global Market Content Business Activity Results]

①The Partner (Vietnam)
Produced a television drama program jointly produced by Vietnam's largest broadcaster (VTV) and Japan's TBS to commemorate their 40th anniversary.
©TBS Television

②Iron Chef (Thailand)
Localized "Iron Chef," a long-running popular program on Fuji TV. It became a hit in Thailand and grew into a sponsored project by food and beverage companies.

③JKT48 (Indonesia)
Produced the business expansion of the successful AKB48 platform into Jakarta. It grew to become one of the most popular idol groups locally, winning multiple awards in Indonesia. Performances at the permanent JKT48 Theater are sold out nightly. The group has made numerous appearances on special programs and audition shows by a major local TV station (RCTI).

④Vietnam Football Federation Sponsorship Activation / Player Management (Vietnam)
Planned and executed local campaigns and promotions utilizing sponsorship of the Vietnam national football team. Also advanced management activities for Le Cong Vinh, Vietnam's top professional footballer.

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/pdf/2014025-0320.pdf