The Dentsu Way: Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency (Business Books)

This is the breakthrough marketing strategy from the world's most innovative advertising agency. One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy - and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. "The Dentsu Way" shares proven tactics for getting your message to consumers and creating 'scenarios' to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields; introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST; provides nine of Dentsu's newest original tools and analysis methods; and, gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following The Dentsu Way. For over 100 years, Dentsu has spearheaded marketing innovation around the world. In "The Dentsu Way", two of the company's highest-level executives reveal the organization's groundbreaking strategy for meeting the challenges of today's fragmented media landscape, populated by consumers who are increasingly selective about where, when, and how they retrieve information. Today, Dentsu is employing a new model to promote a fresh way of thinking about marketing and remove the guesswork from the decision-making processes. That model is called Cross Switch. "The Dentsu Way" provides a comprehensive description of Cross Switch and explains how you can use it to create 'scenarios' to move targets and capture their hearts through appropriately calculated Contact Points. It is a highly effective strategy to: get consumers' attention in an era of overwhelming information; gain broader and deeper consumer involvement; and, measure the performance of every campaign. The authors discuss how you can apply Dentsu's revolutionary framework to develop your own strategies. You will discover how to achieve any marketing goal - from building a brand to boosting sales. This book reveals the biggest secret in marketing today. Dentsu is headquartered in Tokyo and has more than 19,000 employees in 139 subsidiaries in Japan, the United States, the United Kingdom, Russia, China, Brazil, India and more than 20 other countries.

Kotaro Sugiyama is a Senior Vice President and the Chief Creative Officer of Dentsu. He has been a leader of the digital business in Dentsu since 1999. He also played an important role in the foundation of the Tokyo Interactive Ad Awards where he served as chairman for several years. He is uniquely conversant with both traditional ads and digital marketing.
Tim Andree is the first non-Japanese Executive Officer of Dentsu. With more than 25 years of global marketing and communications experience, he worked at Toyota, Canon, the National Basketball Association, and BASF before joining Dentsu, where he currently oversees the company's operations in the Americas and Europe.
The Dentsu Cross Switch Team was formed to develop new concepts and methods to implement Cross Communications for the Dentsu Group's more than 6,000 clients.