What Dentsu Aegis Network does

Dentsu (formerly Dentsu Aegis Network) is the international integrated marketing and communications network of Dentsu Group (TSE: 4324), headquartered in Tokyo and operating across more than 145 countries. The network is organized around six global leadership brands — Dentsu Creative, Carat, iProspect, dentsu X, Merkle, and Tag — that deliver end-to-end experience transformation (EX) across Media, Customer Experience Management (CXM), and Creative services, alongside a Business Transformation (BX) consulting practice targeting global enterprise clients such as Diageo, United Airlines, Intel, IKEA, T-Mobile, Adidas, Kroger, and Cadillac.

The company's proprietary technology backbone is Merkury, a patented person-based identity and data platform that resolves customer identity in real time and enables hyper-personalized activation across the marketing ecosystem. Adjacent proprietary and partner-integrated offerings include Content Symphony (content orchestration), Consumer Connection System (CCS), Dentsu Composable (a Snowflake Native App), and AI-driven capabilities delivered through partnerships with Microsoft, OpenAI, and Adobe, plus a 2025 proprietary generative AI tool. Specialized vertical practices cover Healthcare (Dentsu Health), B2B (Dentsu B2B), Gaming (Dentsu Gaming), and Commerce (Dentsu Commerce).

Dentsu monetizes primarily through enterprise professional services engagements (media planning and buying, creative production, CXM consulting) and managed transformation services, sold via direct enterprise field sales to "the world's leading organizations." Pricing is custom and not publicly disclosed. Distribution is delivered through the multi-brand agency network rather than a single brand, with global delivery coordinated across regional CEOs and a layered leadership structure spanning functional CEOs for Creative, Media, and CXM services. In 2020 the network was rebranded from Dentsu Aegis Network to 'dentsu' to consolidate the agency portfolio under a unified identity.

Name

Dentsu Aegis Network

Legal name

Dentsu

Website

https://dentsu.com

Company type

Public

Founded year

1901

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Dentsu is the international integrated marketing network of Dentsu Group, operating across 145+ countries through six leadership agency brands (Dentsu Creative, Carat, iProspect, dentsu X, Merkle, Tag). It delivers media, CXM, creative, and business transformation services to global enterprise clients, supported by its patented Merkury identity platform.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Experience (BX) & Service Design (BPAFAEAI)

Keywords

• Integrated marketing services
• Digital advertising agency
• Media planning buying
• Customer experience management
• Creative agency services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Integrated Marketing Solutions: Dentsu delivers end-to-end experience transformation through integrated services across Media, CXM (Customer Experience Management), and Creative. The company combines capabilities from its global leadership brands to develop impactful integrated growth solutions for clients.
2. Business Transformation (BX): The company's business transformation mindset pushes boundaries of transformation and sustainable growth for brands, people and society, providing consulting and strategic services alongside traditional marketing solutions.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Dentsu is an integrated growth and transformation partner delivering end-to-end experience transformation (EX) and business transformation (BX) to global leading organizations. The company sells integrated marketing solutions across Media, Customer Experience Management (CXM), and Creative through seven global leadership agency brands (Dentsu Creative, Tag, Carat, iProspect, dentsu X, Merkle, Amplifi). It also licenses Merkury, its proprietary patented person-based identity and data platform, to enable enterprise clients to identify and activate customers across the marketing ecosystem.

Product overview

Dentsu is an integrated growth and transformation partner offering a portfolio of agency brands and proprietary technology platforms. The core offering combines six global leadership brands (Dentsu Creative, Carat, iProspect, dentsu X, Merkle, and Tag) delivering end-to-end experience transformation (EX) across Media, CXM, and Creative, alongside business transformation (BX) services. Key proprietary technology includes Merkury (person-based identity and data platform, patented), Content Symphony (content management), and various AI-powered solutions. Specialized practices cover healthcare (Dentsu Health), B2B (Dentsu B2B), gaming (Dentsu Gaming), and commerce (Dentsu Commerce). The network operates across 145+ countries with over 120 years of history founded in Tokyo in 1901.

Differentiator

Problem solved

Functional benefit

Brands

• Dentsu Creative: Global creative agency network delivering experience transformation through creative services
• Carat
• iProspect
• dentsu X
• Merkle
• Tag
• Merkury
• Jems
• Dentsu Health
• Dentsu Commerce
• ICUC
• Amplifi
• Dentsu B2B
• Dentsu Good
• Female Foundry
• Accordant

Products and services

• Merkury The industry's unrivaled global identity platform providing person-based identity and data resolution for enterprise brands; enables real-time customer identification, hyper-personalized experiences, and media activation across the marketing ecosystem.
• Dentsu Creative Global creative agency brand delivering end-to-end experience transformation through integrated creative services across media, CXM, and creative disciplines.
• Carat Global media agency specializing in media strategy, planning, and investment, delivering integrated media solutions across channels.
• iProspect Digital performance agency focused on data-driven marketing, programmatic advertising, and digital media optimization.
• dentsu X Global media agency brand combining creative and media services with expertise in integrated communications and brand experiences.
• Merkle Customer experience management (CXM) agency providing data-driven marketing, analytics, commerce, and technology solutions; operates the Merkury identity platform.
• Tag Global production and experience activation agency specializing in creative production, content creation, and experiential marketing at scale.
• Dentsu Health Global healthcare marketing practice offering strategic, creative, media, and data solutions for pharmaceutical, biotech, and health brands.
• Dentsu B2B B2B marketing practice including the Superpowers Index research and B2B customer experience solutions.
• Dentsu Commerce Commerce practice offering Amazon marketplace consulting, e-commerce solutions, and retail media services.
• Dentsu Gaming Gaming and esports marketing practice offering audience insights, brand integrations, and gaming-specific marketing solutions.
• Dentsu Composable Snowflake Native App unlocking new levels of data connectivity for faster decision-making, integrating dentsu's data capabilities within the Snowflake Data Cloud.
• Merkury for Media Next evolution of Merkury delivering people-informed and activated media across the marketing ecosystem.
• Amplifi Global media investment and content negotiation company within the dentsu network.

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature2 records

Partnerships

16 partnerships are on record, tiered core, major, strategic and minor.

• AdobecoreTechnology or IntegrationDentsu has an Adobe Partnership including Adobe Experience Manager Cloud Migration, Marketing Cloud integration, and Commerce solutions. The partnership enables digital transformation and customer experience optimization through Adobe's enterprise platforms.
• SalesforcecoreTechnology or IntegrationDentsu has a comprehensive Salesforce Partnership including Marketing Cloud, Commerce Cloud, Service Cloud, and Analytics implementations. Multiple practice leadership pages and case studies showcase dentsu Salesforce implementations for clients like Neutrogena.
• GooglemajorGTM or Marketing PartnerDentsu has a Google Partnership with dedicated Google Practice Leadership team, including multiple individuals listed under Google Leadership roles. Partnership involves marketing and advertising services leveraging Google's platforms.
• MicrosoftmajorTechnology or IntegrationDentsu announced partnership with Microsoft to unleash AI-powered innovation, leveraging Microsoft Azure and AI technologies for marketing transformation.
• SnowflakecoreTechnology or IntegrationDentsu launched Dentsu Composable as a Snowflake Native App to unlock new levels of data connectivity for faster decision-making, integrating dentsu's data capabilities with Snowflake's data cloud platform.
• The Trade DeskmajorTechnology or IntegrationDentsu leverages Merkury to establish end-to-end measurement across The Trade Desk platform, enabling programmatic advertising and measurement capabilities.
• Snap Inc.majorGTM or Marketing PartnerDentsu and Snap Inc launched a performance and measurement partnership, providing clients with access to Snapchat advertising capabilities and measurement solutions.
• OpenAIstrategicTechnology or IntegrationDentsu joined OpenAI's ad pilot program as an early test partner, exploring generative AI applications for advertising and marketing.
• Omni FederalminorImplementation/ SI/ Consulting PartnerIsobar Public Sector joint venture with Omni Federal for public sector digital transformation projects.
• Sports Innovation LabminorStrategic or Co-development PartnerDentsu announced strategic partnership with Sports Innovation Lab bringing clients access to sports-related audience insights.
• RokuminorGTM or Marketing PartnerDentsu and Roku research revealed the secret to successful shoppable TV ads, partnering on connected TV advertising solutions.
• Ad CouncilmajorStrategic or Co-development PartnerDentsu partnered with Ad Council during Bullying Prevention Month and on COVID-19 vaccine education efforts. Jacki Kelley from dentsu Americas was appointed Board Chair of Ad Council.
• Feeding AmericaminorStrategic or Co-development PartnerDentsu Aegis Network teamed up with Feeding America for cause marketing and social impact initiatives.
• NAF (National Association of Free and Charitable Clinics)minorStrategic or Co-development PartnerDentsu Aegis Network launched new partnership with NAF to support healthcare access initiatives.
• Genesys WorksminorStrategic or Co-development PartnerFirst partnership between Genesys Works and Dentsu to create equity in advertising through workforce development programs.
• MoglminorStrategic or Co-development PartnerDentsu strategic partnership with Mogl for loyalty and customer engagement solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WPP: WPP is the world's largest advertising holding company, operating global networks in creative, media, data, and technology (including GroupM, Ogilvy, VMLY&R). It is the closest direct comparable to dentsu in scale, service mix, and enterprise client base.
• Omnicom Group: Omnicom is a global holding company with networks including BBDO, DDB, TBWA, and Omnicom Media Group. It competes head-to-head with dentsu for global enterprise marketing services and operates a comparable holding-company structure.
• Publicis Groupe: Publicis is a Paris-based global advertising holding company spanning media (Publicis Media), creative (Leo Burnett, Saatchi & Saatchi), and digital/data (Publicis Sapient). It directly competes with dentsu across Media, CXM, and Creative for the same global enterprise clients.
• Interpublic Group (IPG): IPG is a global advertising holding company whose networks include McCann Worldgroup, FCB, MullenLowe, and Mediabrands. It is a directly comparable holding-company peer competing with dentsu across Media, Creative, and digital services.
• Havas: Havas is a Paris-listed global advertising holding company offering creative, media, and health communications through Havas Creative, Havas Media, and Havas Health. It is a smaller but directly comparable holding-company peer to dentsu.
• McCann Worldgroup: McCann Worldgroup is a global creative and media network within IPG, including McCann, MRM, and UM. It is directly comparable to dentsu's Dentsu Creative and Carat in serving global enterprise clients with integrated media and creative services.

Broad incumbents

• Accenture Song: Accenture Song is the digital creative and experience-services arm of Accenture, formed through acquisitions of Fjord, Droga5, and IMJ. As a broader consulting incumbent with overlapping CXM capabilities, it competes with dentsu for large transformation engagements.
• Deloitte Digital: Deloitte Digital is the creative and customer-experience practice within Deloitte, offering integrated marketing, commerce, and CRM services. It is a broad incumbent competing with dentsu for digitally driven transformation mandates at large global enterprises.

Emerging players

• Monks (formerly S4 Capital): Monks is a digital-first marketing and technology services company combining MediaMonks and MightyHive under one platform. It positions itself as a tech-enabled alternative to traditional agency holding companies and directly competes with dentsu's iProspect and Merkle brands.
• Stagwell: Stagwell is a publicly traded marketing-services platform assembling digital, creative, and communications agencies (including Assembly, Anomaly, and Code and Theory). It is an emerging challenger to the traditional holding companies including dentsu, with stronger digital-native positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DANwomen
• YouTubeyoutube.com/channel/UClxlw7t0ox7adwrLv0p3dYg
• Facebookfacebook.com/dentsuaegisglobal
• LinkedInlinkedin.com/company/dentsu
• Instagraminstagram.com/dentsuusa

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles28 records

Subsidiaries20 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A79 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dentsu Aegis Network