How Dentsu Became Number One: The Wisdom, Experience, Methods, and Techniques of the World's Largest Advertising Agency

Author: He Hui
Publisher:
Publish Date: 2005-05-01
Features: Analyzes the success experience of the world's largest single advertising agency, Dentsu; Helps the Chinese advertising industry find its own unique development path; The author delves deep into Dentsu's internal operations, gathers extensive materials, and comprehensively presents the wisdom, experience, methods, and techniques of the advertising giant Dentsu. In 1901, Kiyoshi Higashiura and others founded the predecessor of today's Dentsu—Dentsu Telegraphic Agency and Japan Advertising Company—in a dilapidated two-story building in Ginza, Tokyo. After the mid-1940s, the company, which had transformed into an advertising agency, began to rapidly develop in the advertising industry. In 1973, in the world list of single advertising agency revenues published by the authoritative advertising magazine Advertising Age, Dentsu ranked for the first time and has maintained the top position in the world for single advertising agencies ever since. Dentsu Group is also ranked fifth among the world's top ten advertising groups. What has enabled Dentsu to achieve its current success? This book aims to reveal the secrets of Dentsu's rise through a comprehensive and in-depth study of the company. Analyzes the success experience of the world's largest single advertising agency, Dentsu; Helps the Chinese advertising industry find its own unique development path; The author delves deep into Dentsu's internal operations, gathers extensive materials, and comprehensively presents the wisdom, experience, methods, and techniques of the advertising giant Dentsu. The book discusses Dentsu's corporate culture and various concepts, the wisdom and skills of its business management, the methods and experience of its operations, as well as Dentsu's strategies and tactics in hot and emerging fields. Through a comprehensive and in-depth study of Dentsu, the book presents to readers the secrets of the success of an advertising "giant."