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Dentsu narrows gap with IPG

The Japanese advertising powerhouse is flexing its muscles beyond its home turf with Aegis' heft

While the world's attention was held by the Publicis-Omnicom merger announced in July last year, the world's fifth-largest marketing communications company Dentsu was quietly integrating Aegis with itself. Dentsu paid nearly 50 per cent premium for the British media group and owner of agencies such as Carat and Vizeum, acquiring it for $5 billion (Rs 31,000 crore) in 2012. The combine, Dentsu-Aegis Network (DAN), which began operations in India last month, signalled the Japanese major was now a powerful force to reckon with on the global stage. Its recent annual revenue forecast ...