Dentsu set to drop Aegis name as restructure continues

Following several rounds of redundancies at Dentsu Ageis Network (DAN), particularly in the Asia Pacific region, the company is set to drop the word ‘Aegis’ from its name to streamline its APAC operations and fully encompass the brand’s ‘one Dentsu’ strategy.

According to reporters, earlier this month DAN made a number of workers redundant at its Singapore office, with the cuts reported to affect iProspect.

But the group has been affected by client cutbacks along with the other major incumbents.

Aegis was acquired by Dentsu in 2013. The DAN is the media-focused element of the Japanese giant Dentsu’s operations.

Currently, Dentsu Aegis is a subsidiary of Dentsu Inc., yet the reported new structure will see it sit alongside the holding company.

The London-based media and marketing firm last month announced the start of a simplification process of its services by merging three brands into a new unit called ‘dentsu X’.

The firm said the merger will create a new modern marketing agency for the UK, which combines market leading skills in media, technology, creativity and data to help brands create valuable experiences for their customers.

This new agency will house 200 experts working to fulfil the proposition ‘Experience beyond exposure’ by offering clients integrated marketing solutions that focus on the entire customer experience.

The company said the process of bringing all four agencies together is already under way and will be fully completed by 1 January 2020.