Dentsu's Restructure: A Step Towards Growth with Merkury for Media

May 13, 2024 at 5:09:58 AM

TL;DR Dentsu is restructuring under CEO Michael Komasinski to improve results. It has streamlined its media brands and introduced Merkury for Media, a product that aligns all of Dentsu’s media for clients with first-party data from Merkury. This move aims to optimize business outcomes in Dentsu’s media planning and buying. The restructuring has attracted new clients and is seen as a step towards growth.

Dentsu's Restructure: A Step Towards Growth with Merkury for Media

Dentsu, a Japanese-owned agency holding company, has restructured under Americas CEO Michael Komasinski. The company streamlined its media brands to Carat, Dentsu X, and iProspect. Merkle, a firm purchased by Dentsu in 2016, is now used for creating a suite of SaaS tools and products. The latest is Merkury for Media, aiming to optimize business outcomes in Dentsu’s media planning and buying.

Sean Reardon, former CEO at MiQ, is now CEO of Americas media practice at Dentsu. Independent analyst Brian Wieser notes restructures often take up to 18 months to effect a positive change in revenue and profit.

Liz Rutgersson, CEO of iProspect, states the blending of iProspect’s performance-driven heritage with Merkle’s data abilities has helped win new media business. Dentsu X has blended its global reach with 360i’s U.S.-based digital chops under Leah Meranus. Carat has also had wins, including Papa John’s media business.

However, issues like the purchase of Tag Group and operational problems of Dentsu agencies in German-speaking Europe need addressing.

In other news, an Agora survey found 46% of respondents, particularly those under age 55 (61%), expressed interest in livestream shopping events. However, 28% still prefer traditional online shopping and 25% showed no interest in live shopping events.

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