Dentsu, Inc. (President & CEO: Tadashi Ishii; Head Office: Tokyo; Capital: 74,609.81 million yen; hereinafter “Dentsu”) announced today that its new professional network unit “Dentsu media Creative Content” (hereinafter “DMCC”)1 will be launched on April 1. Established with the support of Dentsu media (Head Office: Tokyo; CEO Kazumichi Iwagami), one of the Dentsu Group’s global network brands, DMCC will contribute to enhancing the content business that connects marketers, consumers and media companies in the global market.
The background to the establishment of DMCC is the fast pace of change in the communications environment in recent years. With the rapidly expanding volume of information in the global market, as well as the diversifying channels for consuming this information, advertisers are required to develop and manage content of high quality in order to communicate with consumers through media. Meanwhile, media owners and content holders continue to seek ways to maximize the value of media content.
In light of these circumstances, the Group decided to expand on a global basis the production of the entertainment and sports-related content that Dentsu has cultivated as one of its strengths in the Japanese market. DMCC will be launched with the support of the Dentsu media Network, which has 22 offices in 13 countries and territories2, mainly in Asia, and will export both Japanese content and content developed in other countries to various markets. Through the development of new content, content management and the development of content business human resources, DMCC also aims to expand communication opportunities through media content for marketers in the respective countries as well as business opportunities for the media owners and content holders.
1 DMCC will comprise a network of around 30 specialists selected from each of the Dentsu media Network offices.
2 China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Russia, Singapore, Taiwan, Thailand and Vietnam (listed in alphabetical order).
DMCC is charged with the following three missions:
1. Produce popular content of premium quality based on the culture of each country or region.
DMCC will tie up with local media entertainment companies in the respective markets where business is conducted. Both media content of the highest quality (for TV, sports, movies, music, online, personalities, games, etc.), as well as branded content rooted in the culture of each country and region, will be created to enhance the growth of the media and entertainment market and further development of consumer communications with outstanding effect and efficiency utilizing the media content.
2. Train professionals in content business production in all the countries and regions involved.
In all the regions where business is conducted, DMCC will train professionals in content business production (content business producers) that Dentsu has fostered in the Japanese market while flexibly introducing the unique characteristics of each market. This will contribute to further development and expansion of the content business in each market.
3. Contribute to expanding and diversifying the global content business centered in Asia.
Leveraging global network synergy, DMCC will train content business producers for producing popular content in all the markets where business is conducted, in addition to invigorating media/content transactions in all the countries and regions in Asia (not just the Japanese market) and expanding the content business market.
Content business success stories in the global market
1. The Partner (Vietnam)
Production of a TV drama jointly created by VTV, the largest TV station in Vietnam, and TBS, a Japanese TV station, to mark the 40th anniversary of Japan-Vietnam friendship.
2. Iron Chef (Thailand)
Localization of “Iron Chef,” a long-running popular program on Fuji Television in Japan. The program gained popularity in Thailand as well, leading to tie-ups with sponsor projects by a food company and a beverage manufacturer.
3. JKT48 (Indonesia)
Rollout of the AKB48 platform, hugely successful in the Japanese market, in Jakarta. JKT48 has become one of the most popular idol groups in the country, winning multiple awards within Indonesia both as an idol group and as a business entity. Shows play to a full house every day at the permanent JKT48 Theater. They are featured in a special program on RCTI, one of the major local TV stations, as well as in audition programs and many other programs.
4. Vietnam Football Federation: Sponsorship and management of a football player (Vietnam)
Planning and rollout of a campaign promotion for the Vietnam national football team utilizing a sponsorship contract. Dentsu Media Vietnam to manage Lê Công Vinh, a star Vietnamese football player.
Contact: Business enquiries
Takahiro Horio / Akihiro Nishiyama / Keita Yamada / Jun Sakurai
Dentsu media & Digital Department - MC Planning Division
P: 813-6216-8146 - E: yamada.keita[.]dentsu.co.jp.