Dentsu preparing to go public

Article Abstract:

Dentsu Co Ltd, the biggest privately owned advertising agency in Japan, in fall 2001 will launch an initial public offering valued at C$15.5 billion- C$23.3 billion. In going public, the firm should focus in networks it can work outside Japan to compete effectively in a global market. Already, Dentsu has spent a year reorganizing and preparing to compete in the capital markets worldwide. Foreign operations have been reorganized by reducing the number of highly paid Japanese executives assigned overseas.

Organizational history, Dentsu Tec Inc.

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Japan discovers brand building

Article Abstract:

TTNet, which debuted in Jan 1998, has successfully launched a brand building campaign in the Japanese telephone market by emphasizing consumer benefits in its television commercials. The advertisements feature dramas that revolve around a family's telephone services. The family is a recreation of the popular Japanese television soap opera 'The Kantaro Terauchi Family.' Three months after the campaign, TTNet had 1.6 million new users, and in Apr 1999 subscribers reached 1.9 million households.

Marketing procedures, Wired Telecommunications Carriers, Telephone Communications, TTNet

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Rubel finds exciting challenges in Japanese marketing

Article Abstract:

D'Arcy Masius Benton and Bowles Inc (DMB and B) Pres Phil Rubel has found exciting challenges in Japanese marketing, which is facing many changes as the country struggles to overcome a 10-year recession. Before joining DMB and B, Rubel was senior vice president at McCann-Erickson in Tokyo, Japan. DMB and B is a small international ad agency by Japanese standards, but Rubel opted to leave McCann-Erickson in May 1999 because of an urge to head and manage his own agency.

Executive changes & profiles, Advertising agencies, D'Arcy Masius Benton and Bowles Inc.

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