Dentsu Y&R (Japan) advertising & marketing assignments

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Selected DY&R advertising

The Dentsu Y&R brand was finally retired in 2018 after almost 40 years. One of the longest-lasting Japanese-American advertising joint ventures, its wider Asian network - which at one point extended to 23 offices in 13 countries - was largely dismantled in 2004. The last remaining office of DY&R was in Tokyo. Although it continued to represent Young & Rubicam's interests and global clients in Japan, the business was actually 67% controlled by Dentsu. The partnership was finally dissolved in 2018, with Dentsu surrendering its remaining shares in various other co-owned businesses in Asia and taking back full control of DY&R Tokyo, which rebranded as Dentsu e3. That business was absorbed into the main Dentsu agency a year later. DY&R was actually one of Dentsu's first attempts to establish a wider global presence. Formed in 1981, it was the second attempt at a joint venture between the two companies. (A previous partnership founded in 1961 lasted just a few years). The partnership gave Young & Rubicam, then independent, a major presence in the Asia Pacific region while Dentsu, then more or less isolated in Japan, gained a more secure bridge into international markets. At the same time, a New York outpost, The Lord Group, was formed from the merger of Y&R-backed Lord Einstein O'Neill with Dentsu's HDM. The subsequent acquisition of Y&R by WPP inevitably raised questions over the longterm future of DY&R. Dentsu had by then already begun to compete with the DY&R network in other Asian markets. As a result, the two partners in DY&R altered the ownership structure in 1999. Y&R acquired management control and a 65% stake in all Asian agencies outside Japan, while Dentsu took a majority stake in the Japan-based ventures. The Lord Group in New York was sold. WPP's acquisition in 2003 of the Bates network, also strong in Asia, prompted a further unwinding. In 2004, the DY&R agencies outside Japan, already majority-controlled by Young & Rubicam, rebranded as Y&R and were effectively absorbed into that agency's main global network.

Capsule checked 17th May 2019

Recent stories from Adbrands Update:

Adbrands Weekly Update 3rd May 2018: WPP took the final steps to end a long-established partnership between Y&R and Dentsu in Asia. It bought out the Japanese group's shares in several Y&R and Wunderman units in South East Asia, as well as in healthcare agency Dentsu Sudler & Hennessey in Japan. In return, WPP surrendered its own shares in Dentsu Y&R and Wunderman Dentsu in Tokyo. Now wholly owned by Dentsu, they are rebranding as Dentsu e3 and Dentsu Direct Solutions respectively.

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