Dentsu Chases Toyota Business Via Agency Acquisition

31 October 2007

SAN FRANCISCO: Japanese marketing services and media conglomerate Dentsu has snapped-up Britain's Attik agency in pursuit of a larger slice of Toyota Motor's $1.2 billion (€833m; £580m) stateside advertising pie.

Attik's main attraction for Dentsu America is its Toyota Scion business - it launched the marque (pictured) in 2003 - but, in addition, the shop has a sought-after digital and youth marketing pedigree.

The agency was founded in the UK in 1986 and still operates there. It also has offices in Los Angeles and New York.

Comments Attik president Ric Peralta: "We're not adding capabilities that they [Dentsu] don't already enjoy, but it allows us to offer something new to their existing client roster as well as prospective clients they are pursuing."

Dentsu America's ceo Tim Andree, who has held the post for eighteen months, has spent much time this year rearranging and consolidating assets so as to bolster the company's domestic presence.

"The mandate for Dentsu America is to grow the Dentsu brand," Andree says. "The most important factor in making our acquisitions is to find the best possible talent.

"Attik has a tremendous creative reputation and history and is admired for its digital output and work with Gen Y consumers [mid-20s and younger]."

The financial details of the deal have not been disclosed.

Data sourced from; additional content by WARC staff