The Dentsu Advertising Agency: A Servant or Master of Media?

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The Dentsu Advertising Agency A Servant or
Master of Media?

• B05473 Haruka Ueda

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Outline

• Introduction
• Defining Terms
• Evidence for Servant of media
• Evidence for Master of media
• Analysis
• Conclusion
• What I have thought thorough this research

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Introduction

• What is the role of Advertising Agency?
• provide service which is dedicated to
  creating, planning and handling ads for its
  client..also handle overall marketing and
  branding strategies and sales promotions for its
  client.
• (Wikipedia)

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Introduction
Client (company)
Ads Agency will provide ads from the client
Media will sell the space for advertisement
Advertisement Agency
Media A
Media B
Media C
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Introduction

• Importance of advertisement for media
• any kind of media need ads for running their
  TV programs, newspapers and magazines. If they do
  not sell space/frame of ads they cannot get
  budget.

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Defining Terms

• What does it mean by servant of media?
• company who is just providing service to
  customer

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Defining Terms

• What does it mean by master of media?
• company who is providing service to customers
• and also
• putting some pressures to restrict bashing
  of its important client.

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Defining Terms

• What does it mean by media?
• all the organizations such as TV, radio,
  newspapers, magazines and internet that provide
  news and information for the public
• (Longman English Dictionary)

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Outline

• Introduction
• Defining Terms
• Evidence for Servant of media
• Evidence for Master of media
• Analysis
• Conclusion
• What I have thought thorough this research

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Evidence of being servant
1) Disappearance of dominance 2) New market
share3) Examples of losing
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Evidence of being servant 1) Disappearance of
dominance
?Dominance of Dentsu until 2003
?Dentsus audit doubles the amount of Hakuhodo
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Evidence of being servant 1) Disappearance of
dominance
?In 2003 Hakuhodo, Daiko, Yomiko consolidated
?became Hakuhodo DY
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Evidence of being servant 2) Internet Market
New type of advertisement
The growth of advertising market in the internet
is very big ? 1814??(2005)?2808??(2006) ?
Compared to TV advertisement, even small
companies can actually compete against big
companies
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Evidence of being servant 2) Internet Market
New type of advertisement
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Evidence of being servant 2) Internet Market
New type of advertisement
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Evidence of being servant
????????????? (????)

• The failure of Dentsu over advertisement
• competition for running election.

Prap Japan has taken a commission from Liberal
Democratic party in 2006 election. It was result
of the competition between advertising agencies
including Dentsu.
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Evidence for Master of media
1) Its Net sales continues to grow2) Examples of
putting pressure3) The impact of brand Dentsu
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Evidence of being master
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Evidence of being master 1) Its Net Sales
continues to grow
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Evidence of being master 1) Its Net Sales
continues to grow
Asahi Shimbun 15th November ??????????2?????DY?
???????(HD)?06?9??????????????????????????????????
????????????????????????(?????)??????34??109?????
?DY(HD?????4????)??19??74???2??????? (Asahi
Shimbun 15h Novembera)
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Evidence of being master 2) Examples of putting
pressure on the media
Karel van Wolfren calls Dentsu as a hidden
media boss. That means Dentsu is taking control
of the media and sometimes putting restrictions
not to publish or report particular news. (The
Enigma of Japanese power 176)
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Evidence of being master 2) Examples of putting
pressure on the media

• Pressures that Dentsu put was.

?1955 Morinaga milk Industrys powdered milk
?control news about arsenic contamination
?1965 Taisyo Pharmaceutical cold medicine death
?pressure not to report or not mention the name
?2003 Kanebo being ranked in top 49 companies
which are about to bankrupt ?as soon as they
catch info, put pressure to republish and
reject their brand name
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Evidence of being master3) The impact of brand
Dentsu

• Dentsus name value is a good sales point
• (It has done great deal of work and involved in
  running big festivals)
• ?The 2005 World Exposition in Aichi
• ?2002 FIFA World Cup
• ?The 1990 International Garden and Greenery
  Exposition in Osaka

Dentsu seems to be much more trustworthy
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Evidence of being master3) The impact of brand
Dentsu

• Companies are changing its ads agency
• ?2003
• Honda Itoyokado changed from ADK and
  Hakuhodo
• ?August 2004
• Seven Eleven changed from Tokyu Agency

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Outline

• Introduction
• Defining Terms
• Evidence for Servant of media
• Evidence for Master of media
• Analysis
• Conclusion
• What I have thought thorough this research

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Analysis

• Servant of Media?
• Disappearance of dominance
• ?
• 2) New market share
• ?
• 3) Examples of losing
• ?

• Master of Media?
• Its Net Sales continues to grow
• ?
• 2) Examples of putting pressure
• ?
• 3) Impact of the brand Dentsu
• ?

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Conclusion

• A Servant or master??
• Dentsu is still a master of media!!

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Outline

• Introduction
• Defining Terms
• Evidence for Servant of media
• Evidence for Master of media
• Analysis
• Conclusion
• What I have thought thorough this research

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Thank you.