About Dentsu

DENTSU INC. maintains the top share in the Japanese advertising market, which accounts for 12% of the global market. In terms of net sales, Dentsu is the No.1 advertising company in the domestic market.

ranking by agency brand, ranking by ad agency group

The reason for Dentsu’s dominance is twofold: The Company has a diverse client portfolio and enjoys solid buying power in all major mass media formats. Dentsu handles the advertising campaigns of many blue- chip companies, and major global clients have chosen the Company to act as a partner in the Japanese market. Such connections underpin a well-balanced client portfolio.

Dentsu is also the headquarters of the Dentsu Group, with a global presence spanning 110 countries across five continents. According to Advertising Age (April 29, 2013 edition), Dentsu is the world’s largest advertising company, based on non-consolidated gross profit in 2012, and as an agency group, the Dentsu Group is ranked fifth globally. From a geographical perspective, the Dentsu Group holds formidable market share in the Asia-Pacific region and also in Western Europe, while in North America, the largest ad market in the world, there is still plenty of growth potential.

Relative Scale of Advertising Markets,
by Principal Media*1 2010

Relative Scale of Advertising Markets, by Principal Media*1 2010

  • *1 Source: Estimated by Dentsu, based on ZenithOptimedia’s World Advertising Expenditure Forecasts, July 2011 edition
  • Note: Principal media includes terevision, newspapers, magazines, radio, movies, outdoor media and the Internet.

Advertising Expenditures in Japan,
by Percentage of Net Sales*2 2010

Advertising Expenditures in Japan, by Percentage of Net Sales*2 2010

  • *2 Sources: Current Situation of Japanese Advertising Agencies, Advertising and Economy (Advertising and Economy Research Institute); Advertising Expenditures in Japan (Dentsu Inc.)
  • Note 1: HDY refers to the total non-consolidated net sales of Hakuhodo, Daiko Advertising and Yomiuri Advertising.
  • Note 2: The scope of statistics used for compiling net sales may differ from that used in compiling Advertising Expenditures in Japan. Percentage figures indicating component ratio by net sales are for reference only.

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