Dentsu's
International Growth 1956-2004 |
This
table chronicles the major events in Dentsu's international development
since 1980, including its partnerships
with Y&R, Havas, BCOM3, and Publicis the information comes from a number
of sources over the years, but is mainly from Dentsu and Y&R.
Dentsu's strategy since the mid 1980's has been based on the belief that, in
order to serve the overseas needs of its major clients in Japan, it would
need two worldwide networks, plus a third regional network covering Asia.
These might be supplemented by additional agencies in certain countries.
While
Dentsu can handle multiple clients in the same industry in Japan, elsewhere
in the world, Western ideas about account conflict prevail and so a single
agency in any country cannot manage the same broad portfolios of business
as is possible in Japan.
|
Year |
Month |
Dentsu |
Y&R / Havas |
BCOM3 / Publicis |
| |
|
|
|
|
| 1956 |
|
Representative placed in Honolulu |
|
|
| 1957 |
|
|
|
|
| 1958 |
|
|
|
|
| 1959 |
|
Opened office in New York |
|
|
| 1960 |
|
Representative placed in Paris |
|
|
| 1961 |
|
New York Office upgraded to Branch Office and becomes managing office for North
America |
|
|
| |
|
Representative Placed in Taiwan |
|
|
| 1962 |
|
Representative placed in Washington |
|
|
| |
|
Representative placed in Paris |
|
|
| 1963 |
|
Liaison Office in Bangkok opened |
|
|
| 1964 |
|
Liaison Office Bangkok upgraded to Branch Office |
|
|
| 1965 |
|
Liaison Offices in Chicago, LA, Melbourne, and Taiwan open |
|
|
| 1966 |
|
Liaison Office in Honolulu |
|
|
1967
|
|
Liaison Offices opened in Hong kong and Singapore. |
|
|
| 1968 |
|
|
|
|
| 1969 |
|
Liaison Offices in LA, Honolulu, Taiwan, Hong Kong, and Singapore upgraded to
Branch Offices |
|
|
| |
|
Liaison Office in Paris re-named |
|
|
| 1970 |
|
|
|
|
| 1971 |
|
|
|
|
| 1972 |
|
|
|
|
| 1973 |
|
Branch Offices in London and Jakarta opened |
|
|
| 1974 |
|
Branch Office in Jakarta closed |
|
|
| 1975 |
|
|
|
|
| 1976 |
|
Liaison Office in Bangkok closed |
|
|
| 1977 |
|
|
|
|
1978
|
|
|
|
|
| 1979 |
|
Branch Office in Paris becomes management centre for Europe. |
|
|
| |
|
Liaison office in Melbourne closed |
|
|
| 1980 |
February |
Beijing Office Opened |
|
|
| 1981 |
October |
Shanghai Office opened |
|
|
| |
November |
|
Dentsu Young & Rubicam Partnerships established as a 50:50 joint venture |
|
| 1982 |
August |
Joint capital investment in ISL |
DY&R (Kuala Lumpur) established |
|
| 1983 |
January |
|
Young & Rubicam/Dentsu Inc. (New York, LA) established |
|
| 1984 |
January |
|
DY&R SA (Geneva) established |
|
| |
July |
|
DY&R (Hong Kong), DY&R (Singapore) established |
|
| |
November |
|
DY&R (Australia) established |
|
| 1985 |
March |
|
DY&R (Thailand) and DY&R (Bangkok) established |
|
| |
March |
|
Eggert/DY&R Werbeagentur GmbH & Co KG established in Germany |
|
| |
October |
London and Paris Representative offices reorganized into Dentsu (UK) Ltd and
Dentsu France SA (Paris) |
|
|
| |
November |
|
DY&R (Australia) closed |
|
| |
|
|
DY&R Beijing established - first Western agency JV in China |
|
| 1986 |
|
|
|
|
| 1987 |
January |
DCA Advertising Inc (New York) established. |
|
|
| |
April |
Dentsu Inc Germany established |
|
|
| |
July |
|
Agreement to establish HDM network in Europe as a joint venture between Havas,
Dentsu, and Y&R's Marsteller agency. |
|
| |
November |
Dentsu Nederland BV established |
|
|
| |
December |
|
DY&R (Alcantara, Philippines) established. |
|
| 1988 |
January |
Dentsu Inc. Hong kong opened |
|
|
| |
October |
Dentsu Deutschland GmbH (Dusseldorf) established. |
|
|
| |
November |
|
DY&R (Taiwan) established
|
|
| |
|
|
DY&R name changed to HDM DY&R Advertising |
|
| 1989 |
January |
Dentsu Espana SA (Barcelona) established |
DY&R Seoul established (with Oricom as a third, Korean, partner). |
|
| |
February |
|
HDM Taiwan established |
|
| |
|
|
HDM Australia established |
|
| |
September |
Dentsu Australia Pty Ltd. established |
DY&R Shanghai established |
|
| |
October |
|
HDM (Australia) established |
|
| 1990 |
October |
Dentsu Inc. Moscow office opened |
|
|
| |
|
Investment in CDP Group (London) |
|
|
| |
December |
|
HDM network dissolved when Havas decides to pull out. Dentsu's relationship with
Havas also ended at this point. |
|
| 1991 |
April |
|
Dentsu Young & Rubicam Partnerships established |
|
| |
|
|
HDM (Australia) restructed into Mattingly. |
|
| 1992 |
April |
DCA Advertising Inc. renamed Dentsu Corporation of America |
DY&R Guangzhou established. |
|
| |
September |
BLD Europe established. |
|
|
| |
|
Minority Investment in Publigraphics, a Middle East network based in Dubai. |
|
|
| |
|
Investment in Kuo Hua Inc, Taiwan |
|
|
| |
|
Investment in CCP Positioning Italy |
|
|
| 1993 |
April |
Dentsu Seoul office opened |
|
|
| |
November |
Dentsu USA Inc. Atlanta office opened |
|
|
| |
|
Investment in Taiwan Advertising |
|
|
| 1994 |
May |
Beijing Dentsu Advertsing Co Ltd established |
|
|
| |
|
Dentsu Mandate Singapore Pte Ltd established |
|
|
| |
|
Dentsu Mandate (Malaysia) Sdn Bhd established |
|
|
| |
November |
Dentsu USA Inc established |
|
|
| |
|
Dentsu Europe Ltd established |
|
|
| |
December |
|
DY&R (Indonesia) established |
|
| |
|
|
DY&R Rediffusion (India) established |
|
| 1995 |
March |
Three 'Area Headquarters' established for (1) the Americas, (2) Europe & Middle
East, and (3) Asia.Overseas offices in New York, LA, Atlanta, London, Paris,
Dusseldorf, Amsterdam, and Brussels join and report to the appropiate Area
HQ. |
|
|
| |
|
|
LDB&P restructured into LD&P |
|
| 1996 |
March |
Dentsu Cadence (Canada) established |
|
|
| |
|
Renegade Marketing Group (USA) established. |
|
|
| |
May |
|
LD&P (LA) with its subsidiary Rogge Effler & Patners become wholly owned Dentsu subsidiaries when Dentsu buys Y&R's share. |
|
| |
May |
|
Y&R Mattingly absorbed into Y&R Australia to become DY&R Mattingly |
|
| |
July |
Dentsu Inc Vietnam Representative office stablished |
|
|
| |
September |
Dentsu Inc ASEAN Regional Office opened |
|
|
| |
October |
Dentsu Seoul office upgraded to Business Sales office |
|
|
| |
November |
Dentsu Phoenix Communications established in Korea. |
|
|
| |
December |
RPM Radar (Istanbul) becomes an affiliate of Dentsu Europe. |
|
|
| 1997 |
January |
RAD Spain established |
|
|
| |
March |
Dentsu Seoul office closed |
|
|
| |
April |
Rogge Effler restructed into Colby Effler. |
|
|
| |
|
Cayenne CDP (Germany) established |
|
|
| 1998 |
March |
Establishes New Chinese Joint Venture, Shanghai Oriental Rihai
Advertising |
|
|
| |
December |
Dentsu Establishes New Chinese Joint Venture, Beijing Oriental Rihai Advertising |
|
|
| |
December |
|
|
Following leak, Dentsu jointly announced with Leo Burnett
Company that they are negotiating a " business relationship " and that Dentsu
might invest in Burnett. |
| 1999 |
June |
Dentsu to Take Full Ownership of
Dentsu-Cadence Canada
which is
renamed DCC Communications Inc. |
|
|
| |
June |
Dentsu takes a minority interest in 154 s.a
(Cent Cinquante Quatre s.a.), Paris. |
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To be Completed . . . . |
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Written and
designed by David Kilburn
E-mail to: 
Revised:
Tuesday, February 3, 2004 10:04 PM
Text Copyright David Kilburn © 1984--2004
http://www2.gol.com/users/kilburn/ |
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