Dentsu launches new unit to expand content business

DMCC will operate across Dentsu Media's 22 offices in 13 countries and territories, export both Japanese content and content developed in other countries to various markets.

Based on the demand advertisers face to develop and manage high-quality content in order to communicate with consumers, Dentsu decided to expand, on a global basis, the production of entertainment- and sports-related content that it has cultivated in the Japanese market since the 1970s.

Through the development of new content, content management and the training of professionals in content production, DMCC aims to expand communication opportunities for marketers in the respective countries and local cultures, as well as business opportunities for the media owners and content holders.

A Dentsu spokesperson told Campaign Asia-Pacific the new unit will have 30 dedicated staff members, and the group is currently combing its offices for talents to devote to DMCC.

“We have been doing the content business mainly in Japan," the spokesperson said. "But since we have done some content co-creation with our local Dentsu offices in the region in the past couple of years with some great success, we believe the content business can be done outside of Japan to better connect with our clients and media partners."

Some of those past successes include:

• Localisation of Iron Chef, a long-running programme from Fuji Television in Japan. The Thai version proved popular in Thailand, leading to tie-ups with sponsors including a food company and a beer maker.
• Rollout in Jakarta of the AKB48 idol-group platform. JKT48, as it is known in Indonesia, has become one of the most popular idol groups in the country, winning multiple awards both as an idol group and as a business entity, according to the agency.

Without naming specific clients, the spokesperson said some of the brands are sponsoring big events like the Olympics and World Cup.