Dentsu Aegis Strengthens Global Creative Offering with Launch of dentsumcgarrybowen; BWM Dentsu brand name to remain in Australia

Dentsu Aegis Network today announced the launch of dentsumcgarrybowen, a global full-service creative agency bringing together mcgarrybowen and Dentsu brand agencies. The BWM Dentsu brand name will remain in Australia

dentsumcgarrybowen will be led by Global Co-Presidents, Merlee Jayme and Jon Dupuis, who will report to Jean Lin, Global CEO, Creative, Dentsu Aegis Network. Gordon Bowen, Founder and Global Chairman of mcgarrybowen will take on the role of Global Chairman of dentsumcgarrybowen, in addition to his role of Chief Creative Officer, Dentsu Aegis Network, and will continue to celebrate and empower talent across the business.

This new entity brings together more than 3,000 creative people, working in 33 locations, and representing 24 key global markets. By leveraging these two award winning agencies, with Dentsu brand agencies’ creative reputation in Asia Pacific and mcgarrybowen’s ability to deliver ‘Big Organising Ideas’ through their strategic creative transformation platform, this new entity establishes a creative agency network spanning the Americas, Asia Pacific, and Europe.

This new global entity is part of the newly formed Creative line of business at Dentsu Aegis Network that includes creative, content, design & experience agencies outside of Japan, including Dentsu brand agencies, Isobar, John Brown and Dentsu PR agencies, including Mitchell.

Dentsu Aegis Network’s Creative line of business in Australia and New Zealand is comprised of three core brands including BWM Dentsu, Isobar and MKTG, along with specialty PR and Communications agencies Haystac and Cox Inall.

Says Paul Williams (above right, with Rob Belgiovane and Jamie Mackay), CEO, BWM Dentsu Group: “BWM Dentsu will be the Australian shop front for dentsumcgarrybowen. I am thrilled that BWM Dentsu, an agency Rob, Jamie and I started 23 years ago, is now a key part of a truly global creative agency.

“We have been branded as a Dentsu agency for the past five years, and have worked closely with Dentsu agencies to service global clients. This is the next step in the evolution of the Dentsu creative offer.

“The benefit to our clients is knowing our team is exposed everyday to best in class strategic and creative thinking from across the world, and that through our proven strategic approach, the Modern Masterbrand, we can continue to deliver work that resonates in the Australian market.

“We will continue under the BWM Dentsu brand. Our PR agencies, Haystac and Cox Inall, will keep their brand names.”

Says Jean Lin, Global CEO, Creative, Dentsu Aegis Network: “This is a critical next step for Dentsu Aegis Network’s ambition to grow a world-class Global creative and experience offering and idea-led practice with innovation and technology at its heart. In this new world, business and brands need to differentiate with authenticity more than ever, and to create trust, consumers need to see and feel this behaviour across all brand touch points. The formation of dentsumcgarrybowen, together with the rich experience capabilities of sister agency Isobar, will enable Dentsu Aegis Network to deliver powerful global solutions for our clients through creative experiences at scale across the customer journey.”

Says Merlee Jayme, Co-President, dentsumcgarrybowen: “We are delighted to launch dentsumcgarrybowen and continue to grow our offering of strategic and innovative creative solutions for our clients. With a longstanding reputation of world-class creative ideas, combining the legacy and heritage of the East with the entrepreneurial spirit of the West, we are excited about evolving into dentsumcgarrybowen and we look forward to entering this new chapter with our teams across the world to deliver unparalleled work for all our clients.”

Says Jon Dupuis, Co-President, dentsumcgarrybowen: “We are creating a next generation global creative agency built on a fundamental premise: that clients deserve better. Our goal is to build a network for the client needs of today and tomorrow and meet their requirements for strategic and creative expertise, delivered at global scale. We will partner with clients to create ‘work that wins in the world’, helping them find their unleveraged advantages and applying them to help brands win—beyond their category, in culture and with consumers.”

Adds Gordon Bowen, Chairman of dentsumcgarrybowen: “The vision for Dentsu Aegis Network is to be ‘Idea-Led, Data-Driven and Tech-Enabled.’ Our long-standing partnerships with our clients have enabled us to create ‘Platform Ideas’ that work vertically and horizontally across all marketing disciplines, and I am delighted to work with this integrated team to help our clients succeed in these challenging times. We are determined to be the best in class partner for our clients with a passionate team, who I believe to be among the best in the business.”

dentsumcgarrybowen will serve some of the world’s most iconic companies: Ajinomoto, American Express, Asahi Breweries, Canon, Disney, Hershey, Kao, Marriott, Shiseido, Subway, The Coca-Cola Company, Toyota, and United Airlines.