Dentsu expanding into Europe

Dentsu Sets Up Body For Europe And Americas Ops

Dentsu Inc. on Friday set up a new body to oversee its advertising operations in Europe and the Americas.

"Dentsu Network West" will be managed by the presidents of Dentsu's affiliates in Europe, North and South America.

The head office in Japan will give the body the authority to decide on which projects to invest in, to facilitate decision-making at the local level and improve the working environment for locally recruited staff.

The organization aims to create management structures more in tune with Western business practices. Clients in Europe and the U.S, for example, often demand quick decisions from sales representatives.

Dentsu is expanding in Europe and the U.S. by acquiring local firms. Sales from these regions stood about 46 billion yen in fiscal 2009. With the Japanese market shrinking, Dentsu is looking to expand its overseas sales.