Dentsu
Encyclopedia
is one of the largest advertising
agencies in the world. Its headquarters are located in the Dentsu Building
in the Shiodome
district of Minato, Tokyo
.
Dentsu's sales are more than double its nearest competitor, Hakuhodo
or ADK
, in the Japan
ese market, thanks to the company's origins as a media representative during the early part of the 20th Century, producing the first newspaper advertisements as well as the first television commercials in Japan. The company now offers a range of services, from traditional marketing and creative, to specialty disciplines such as sports marketing
, entertainment rights, PR, digital contents, and a growing range of communications services.
In 1936, Japan Telegraphic Communication Co., Ltd. sold off its news division to Doumei News Agency, to change the company's focus to specialized advertising. In 1946, 16 companies were acquired in order to supplement Japan Telegraphic's advertising business. That same year, operational bases were established in Tokyo, Osaka
, Nagoya and Kyūshū
.
In 1951, with the arrival of commercial radio broadcasting in Japan, the Radio Division is established at Japan Telegraphic's head and local offices.
In 1955, Japan Telegraphic Communication Co., Ltd. changed its name to Dentsu.
In 1995, Dentsu created five domestic regional subsidiaries.
Dentsu became part of the Tokyo Stock Exchange
in 2001.
The Dentsu Building is a high-rise building in Shiodome
, Minato
, Tokyo
, which houses Dentsu's corporate offices. With 48 floors that rise to 213.34 m (700 ft), it is the eleventh-tallest building in Tokyo. It was designed by Jean Nouvel
, the French architect and completed in 2002. It was built over the site of Tokyo's first train station, and sits aside the Hamarikyu Gardens
, formerly the site of a Shogun's vacation home.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
agencies in the world. Its headquarters are located in the Dentsu Building
Dentsu Building
The is a high-rise building in the Shiodome area of Minato, Tokyo, Japan. The building houses the corporate offices of Dentsu.48 floors rise to 213.34 m , it is the eleventh-tallest building in Tokyo and second-tallest in Shiodome. It was designed by French architect Jean Nouvel and completed...
in the Shiodome
Shiodome
Shiodome is an area in Minato, Tokyo, Japan, located adjacent to Shinbashi and Ginza, near Tokyo Bay and the Hamarikyu Gardens. Formerly a railway terminal, Shiodome has been transformed into one of Tokyo's most modern areas...
district of Minato, Tokyo
Minato, Tokyo
is one of the 23 special wards of Tokyo, Japan. As of 1 March 2008, it had an official population of 217,335 and a population density of 10,865 persons per km². The total area is 20.34 km².Minato hosts 49 embassies...
.
Dentsu's sales are more than double its nearest competitor, Hakuhodo
Hakuhodo
is Japan's second largest advertising agency, with gross sales of approximately 700 hundred million yen. It has its headquarters at Akasaka Biz Tower in Akasaka, Minato, Tokyo....
or ADK
Asatsu-DK
, often abbreviated simply as ADK or sometime calls , is a Japanese advertising agency. Headquartered in Chūō, Tokyo, the firm is Japan's third largest advertising agency, after Dentsu and Hakuhodo. The agency has 38 offices in over 15 countries. One of the offices, Asatsu-DK Europe, was...
, in the Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
ese market, thanks to the company's origins as a media representative during the early part of the 20th Century, producing the first newspaper advertisements as well as the first television commercials in Japan. The company now offers a range of services, from traditional marketing and creative, to specialty disciplines such as sports marketing
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
, entertainment rights, PR, digital contents, and a growing range of communications services.
History
Dentsu was originally established Japan Advertising Ltd. and Telegraphic Service Co. by Hoshiro Mitsunaga. In 1906, Telegraphic Service Co. became Japan Telegraphic Communication Co., Ltd. The next year, Japan Advertising Ltd. merged with Japan Telegraphic Communication Co., Ltd. to create advertising and communications operations.In 1936, Japan Telegraphic Communication Co., Ltd. sold off its news division to Doumei News Agency, to change the company's focus to specialized advertising. In 1946, 16 companies were acquired in order to supplement Japan Telegraphic's advertising business. That same year, operational bases were established in Tokyo, Osaka
Osaka
is a city in the Kansai region of Japan's main island of Honshu, a designated city under the Local Autonomy Law, the capital city of Osaka Prefecture and also the biggest part of Keihanshin area, which is represented by three major cities of Japan, Kyoto, Osaka and Kobe...
, Nagoya and Kyūshū
Kyushu
is the third largest island of Japan and most southwesterly of its four main islands. Its alternate ancient names include , , and . The historical regional name is referred to Kyushu and its surrounding islands....
.
In 1951, with the arrival of commercial radio broadcasting in Japan, the Radio Division is established at Japan Telegraphic's head and local offices.
In 1955, Japan Telegraphic Communication Co., Ltd. changed its name to Dentsu.
In 1995, Dentsu created five domestic regional subsidiaries.
Dentsu became part of the Tokyo Stock Exchange
Tokyo Stock Exchange
The , called or TSE for short, is located in Tokyo, Japan and is the third largest stock exchange in the world by aggregate market capitalization of its listed companies...
in 2001.
Projects
Dentsu categorises project markets in four different parts: National advertisement market; Advertisement related market; New market; Foreign market. National advertisement market consists of media projects. Advertisement related projects consist of marketing services. New market consists of sport events advertisement. Foreign market contains above mentioned three categories in the foreign market.Dentsu Building
- Main article: Dentsu BuildingDentsu BuildingThe is a high-rise building in the Shiodome area of Minato, Tokyo, Japan. The building houses the corporate offices of Dentsu.48 floors rise to 213.34 m , it is the eleventh-tallest building in Tokyo and second-tallest in Shiodome. It was designed by French architect Jean Nouvel and completed...
The Dentsu Building is a high-rise building in Shiodome
Shiodome
Shiodome is an area in Minato, Tokyo, Japan, located adjacent to Shinbashi and Ginza, near Tokyo Bay and the Hamarikyu Gardens. Formerly a railway terminal, Shiodome has been transformed into one of Tokyo's most modern areas...
, Minato
Minato, Tokyo
is one of the 23 special wards of Tokyo, Japan. As of 1 March 2008, it had an official population of 217,335 and a population density of 10,865 persons per km². The total area is 20.34 km².Minato hosts 49 embassies...
, Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
, which houses Dentsu's corporate offices. With 48 floors that rise to 213.34 m (700 ft), it is the eleventh-tallest building in Tokyo. It was designed by Jean Nouvel
Jean Nouvel
Jean Nouvel is a French architect. Nouvel studied at the École des Beaux-Arts in Paris and was a founding member of Mars 1976 and Syndicat de l'Architecture...
, the French architect and completed in 2002. It was built over the site of Tokyo's first train station, and sits aside the Hamarikyu Gardens
Hamarikyu Gardens
is a public park in Chūō, Tokyo, Japan. Located at the mouth of the Sumida River, it was opened April 1, 1946. The park is a 250,165 m² landscaped garden surrounding Shioiri Pond, the park itself surrounded by a seawater moat filled by Tokyo Bay. It was remodeled as a public garden park on the site...
, formerly the site of a Shogun's vacation home.