The Hindu Business Line : Dentsu to open office in Ahmedabad

Soon after grabbing the Rasna ads from Mudra, the world's largest advertising agency conglomerate Dentsu Inc has decided to open a full-service office here to tap the Rs 150-crore ad market in Gujarat.

The office will start functioning here next month, the Dentsu Communications Pvt Ltd Chairman, Mr Sandeep Goyal, told a news conference.

The 104-year Japanese behemoth, whose global billings this year would cross $20 billion, has 130 offices across the world. In India, where it set up three advertising agencies in three years, its market has grown up to Rs 500 crore in short span, although the agency was staffed by only 200 people, Mr Goyal, who has a 26 per cent stake in the Mumbai-based agency, said.

74:26 joint venture

The Indian operations of Dentsu will, therefore, be a 74:26 joint venture between Dentsu Inc of Japan and Mogae Consultants owned by Mr Goyal.

Dentsu Inc, a global communication powerhouse, handles a large number of well-known national and international brands. It has also marketed the FIFA World Cup Football for 25 years and the Olympics since 1984.

Earlier this month, Dentsu Marcom, the New Delhi-headquartered agency, was awarded the prestigious `Rasna' account. "The acquisition of this business has been the trigger for setting up operations in Gujarat for Dentsu," Mr Goyal said.

He clarified that unlike the Western model of "one agency, one brand" strategy, the Dentsu conglomerate was operating through its agencies for many brands in the same genre.