Sony and Dentsu to Launch Joint i-Agency

31 January 2002

A new interactive advertising agency will open shop on April 1. Of near-celestial parentage, the start-up is the offspring of electronics giant Sony Corporation and Dentsu, the world’s largest standalone advertising agency.

The bouncing babe inherits Dentsu's marketing and media expertise alongside Sony's broadband networking technologies and group-owned content.

As yet unnamed, it aims to exploit broadband era opportunities with a new communications model that melds CRM management (via interactive media) with corporate and product advertising. The midwife is Intervision, Sony’s in-house advertising agency in which Tokyo-headquartered Dentsu will take a 40% holding.

The new venture will integrate the media business needs of Sony group companies in Japan and the rest of Asia, including pan-continent coordination of media planning and buying. More significantly for the ad industry at large, it will also actively seek new clients and develop business opportunities beyond the environs of Sony and Dentsu.

The fledgling’s mandate is to explore "uncharted territories" and spawn interactive communications businesses able to tap and exploit new media. Its new business model will exploit the unique features of broadband infrastructure, among them …

• Inviting and discovering new content on the internet;

• Distribution of content through multiple digital media;

• Development of internet sales channels for content;

• Provision of financial and other support for new content creation.

News source: AdAge Global