Dentsu Now Gets Nearly Half Its Revenue From Outside Japan
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Japanese ad giant Dentsu Inc. generated 48% of its revenue from outside Japan during its most recently completed fiscal year, the company said Tuesday, a sign of how its purchase of U.K.-based Aegis Group has transformed the company into a more global player.
Dentsu acquired the media and digital group for $4.9 billion, with the goal of boosting its international and digital business. Before the acquisition was completed in March 2013, the agency company earned about 15% of its revenue outside Japan.
Now that Publicis and Omnicom have called off their planned merger, the Dentsu-Aegis deal stands as the ad industry’s largest-ever. Soon after it was completed, the Japanese company announced a five-year plan called “Dentsu 2017 and Beyond.” It aims to earn at least 55% of revenue from outside Japan by 2017. (The company’s businesses outside Japan are referred to as the Dentsu Aegis Network.)
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