Transcript Dentsu
The Dentsu Advertising Agency: A Servant or Master of Media? B05473 Haruka Ueda Outline Introduction Defining Terms Evidence for Servant of media Evidence for Master of media Analysis Conclusion What I have thought thorough this research Introduction What is the role of Advertising Agency? “provide service which is dedicated to creating, planning and handling ads for its client……..also handle overall marketing and branding strategies and sales promotions for its client.” (Wikipedia) Introduction Client (company) Media will sell the space for advertisement Media A Advertisement Agency Media B Ads Agency will provide ads from the client Media C Introduction Importance of advertisement for media any kind of media need ads for running their TV programs, newspapers and magazines. If they do not sell space/frame of ads they cannot get budget. Defining Terms What does it mean by servant of media? = company who is just providing service to customer Defining Terms What does it mean by master of media? = company who is providing service to customers and also… putting some pressures to restrict bashing of its important client. Defining Terms What does it mean by media? “all the organizations such as TV, radio, newspapers, magazines and internet that provide news and information for the public “ (Longman English Dictionary) Outline Introduction Defining Terms Evidence for Servant of media Evidence for Master of media Analysis Conclusion What I have thought thorough this research Evidence of being servant 1) Disappearance of dominance 2) New market share 3) Examples of losing Evidence of being servant 1) Disappearance of dominance □Dominance of Dentsu until 2003 →Dentsu’s audit doubles the amount of Hakuhodo Table1: 2000’s Total Sales of Major Advertisement Agencies Yomiko Tokyu Agency Daiko ADK Hakuhodo Dentsu 0 500,000 1,000,000 1,500,000 Evidence of being servant 1) Disappearance of dominance □In 2003 Hakuhodo, Daiko, Yomiko consolidated →became Hakuhodo DY Table1: 2000’s Total Sales of Major Advertisement Agencies Table2: 2004’s Total Sales of Major Advertisement Agencies Tokyu Agency Yomiko Tokyu Agency ADK Daiko ADK Hakuhodo DY Hakuhodo Dentsu Dentsu 0 500,000 1,000,000 1,500,000 0 500,000 1,000,000 1,500,000 Evidence of being servant 2) Internet Market: New type of advertisement The growth of advertising market in the internet is very big □ 1814億円(2005)→2808億円(2006) □ Compared to TV advertisement, even small companies can actually compete against big companies Evidence of being servant 2) Internet Market: New type of advertisement Table3: Advertising share in Internet Cyber Agent Opt Septeni Dentsu HDY Other Evidence of being servant 2) Internet Market: New type of advertisement Table4: 2000's Net Sales Table5: 2005's Net Sales Dentsu Hakuhodo ADK Tokyu Agency Daiko Yomiko Others Dentsu Hakuhodo DY ADK Tokyu Agency Others Evidence of being servant “揺らぐ「島国での一人勝ち」” （週刊金曜） The failure of Dentsu over advertisement competition for running election. Prap Japan has taken a commission from Liberal Democratic party in 2006 election. It was result of the competition between advertising agencies including Dentsu. Evidence for Master of media 1) Its Net sales continues to grow 2) Examples of putting pressure 3) The impact of brand “Dentsu” Evidence of being master Table4: 2000's Net Sales Table5: 2005's Net Sales Dentsu Hakuhodo ADK Tokyu Agency Daiko Yomiko Others Dentsu Hakuhodo DY ADK Tokyu Agency Others Evidence of being master 1) Its Net Sales continues to grow 2005 2004 Hakuhodo Dentsu 2003 2000 1995 0 500 1,000 1,500 2,000 Evidence of being master 1) Its Net Sales continues to grow Asahi Shimbun 15th November 広告会社首位の電通と２位の博報堂ＤＹホール ディングス（ＨＤ）の０６年９月中間決算は、パソコンや 携帯電話のポータルサイトなどインターネットメディアの 広告枠の売り上げが高い伸びを示した。電通（単体 ベース）が前年同期比３４％増の１０９億円、博報堂ＤＹ （ＨＤ傘下の主要４社の合算）が同１９％増の７４億円と ２けたの伸び率。 (Asahi Shimbun 15h November:a) Evidence of being master 2) Examples of putting pressure on the media Karel van Wolfren calls Dentsu as a “hidden media boss”. That means Dentsu is taking control of the media and sometimes putting restrictions not to publish or report particular news. (The Enigma of Japanese power: 176) Evidence of being master 2) Examples of putting pressure on the media Pressures that Dentsu put was…. □1955 Morinaga milk Industry’s powdered milk →control news about arsenic contamination □1965 Taisyo Pharmaceutical cold medicine death →pressure not to report or not mention the name □2003 Kanebo being ranked in top 49 companies which are about to bankrupt →as soon as they catch info, put pressure to republish and reject their brand name Evidence of being master 3) The impact of brand “Dentsu” Dentsu’s name value is a good sales point (It has done great deal of work and involved in running big festivals) □The 2005 World Exposition in Aichi □2002 FIFA World Cup □The 1990 International Garden and Greenery Exposition in Osaka Dentsu seems to be much more trustworthy Evidence of being master 3) The impact of brand “Dentsu” Companies are changing its ads agency: □2003 Honda & Itoyokado changed from ADK and Hakuhodo □August 2004 Seven Eleven changed from Tokyu Agency Outline Introduction Defining Terms Evidence for Servant of media Evidence for Master of media Analysis Conclusion What I have thought thorough this research Analysis Servant of Media? Master of Media? 1) Disappearance of dominance 1) Its Net Sales continues to grow ・・・・・・・・・○ 2) New market share ・・・・・・・・・△ 3) Examples of losing ・・・・・・・・・△ ・・・・・・・・・◎ 2) Examples of putting pressure ・・・・・・・・・△ 3) Impact of the brand “Dentsu” ・・・・・・・・・○ Conclusion A Servant or master?? Dentsu is still a master of media!! Outline Introduction Defining Terms Evidence for Servant of media Evidence for Master of media Analysis Conclusion What I have thought thorough this research Thank you….