Dig­i­tal con­trib­utes to nearly 50% of Dentsu’s rev­enue

Hindustan Times (Chandigarh) - - World - Saumya Te­wari

NEW DELHI: Ad­ver­tis­ing firm Dentsu Aegis Net­work (DAN) said that 48% of its rev­enue comes from its dig­i­tal agen­cies a decade af­ter it re­struc­tured its op­er­a­tions to be­come dig­i­tally fo­cused.

The net­work owns eight dig­i­tal agen­cies across search, cre­ative, me­dia buy­ing and so­cial func­tions.

“Nearly half of our rev­enue is com­ing from dig­i­tal. Out of the 3,500 people, 1,700 are in dig­i­tal agen­cies and out of 23 agen­cies we op­er­ate in In­dia, eight are pure dig­i­tal agen­cies. We have be­come the largest buy­ers of dig­i­tal in In­dia, in­clud­ing for Google and Face­book,” said Ashish Bhasin, chair­man and chief ex­ec­u­tive of­fi­cer, South Asia, DAN.

Dentsu’s claim is sig­nif­i­cant as it shows that dig­i­tal tech­nol­ogy, once con­sid­ered an ad­junct plat­form to mass me­dia chan­nels such as tele­vi­sion, is be­com­ing more pop­u­lar, help­ing ad­ver­tis­ers achieve bet­ter re­turn on in­vest­ments on their dig­i­tal ad spends.

Dentsu claimed it has closed 2018 with a to­tal billing of over ₹6,000 crore, in­clud­ing main­line and dig­i­tal busi­nesses. In­dus­try es­ti­mates that the Dentsu has won more than 50 dig­i­tal ac­counts last year in­clud­ing Uber, Color­bar, Marks and Spencer and Tata Mo­tors Pas­sen­gers Ve­hi­cles.

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