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How Dentsu Plans to Expand in China, This Week on ‘Thoughtful China’

2013-01-16 11:18:36
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SHANGHAI- Dentsu is Japan’s largest ad agency and the company is extremely profitable and powerful at home, both in advertising and media, but it has struggled to succeed elsewhere. Despite deep pockets and a strong desire to expand, growth strategies that worked for Dentsu at home didn’t work overseas. The agency couldn’t hold on to major Japanese clients in foreign markets and it was unable to acquire major media like TV stations in major foreign countries as it did back home. This is especially in China, where most media outlets are state-owned. This week on “Thoughtful China,” host Kitty Bu talks with Tim Andree, president and CEO of The Dentsu Network, which connects Dentsu’s international operations in 29 countries. Mr. Andree is the driving force behind Dentsu’s latest expansion strategy, a string of savvy acquisitions like Aegis Group, as well as plans to grow existing acquisitions like McGarryBowen into markets like China.

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