Reports: Dentsu To Drop Aegis From Its Name

Reports: Dentsu To Drop Aegis From Its Name

Dentsu Ageis Network (DAN) is set to drop the word ‘Aegis’ from its name to streamline its APAC operations and fully encompass the brand’s ‘one Dentsu’ strategy, according to reporters.

First reported by Campaign, DAN has reportedly told its employees that from 1 January 2020 its new structure and name will take effect.

Currently, Dentsu Aegis is a subsidiary of Dentsu Inc., yet the reported new structure will see it sit alongside the holding company.

DAN CEO Tim Andree (feature image) would not confirm a rebrand in a recent interview with Campaign, but did say the network is at a turning point.

Andree said: “The integration and the acquisition of ‘Dentsu Network and Aegis Media’ is over,” he said.

A Dentsu spokesperson added: “The focus today is not on the name, but on the action of bringing the Dentsu Aegis Network and Dentsu businesses closer together.

“This is a natural evolution in order to deliver long-term sustainable growth, built around our shared passion for client-centricity, innovation and creativity.”

Britain’s Aegis Group was acquired by Dentsu in 2012 for £3.2 billion ($AU5.7b). However, the Japanese parent company now wants its domestic and international arms to act as “one Dentsu”, hence dropping ‘Ageis’ from the name to emphasise the shift.

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