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.
Adbrands Account Assignments is a database tracking account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries. Fully searchable by brand, brandowner company or advertising agency, the database now contains more than 35,000 worldwide account assignments for over 9,500 leading brands.
All rights reserved © Mind Advertising Ltd 1998-2019