BACK TO BASIC: A STUDY OF ADVERTISERS’ EXPECTATION TOWARDS DENTSU AEGIS NETWORK (DAN) BRAND AGENCIES IN INDONESIA

• Main Author: Himawan Nugroho, Ruli
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47055
• Institution: Institut Teknologi Bandung

To be able to strengthen its global service offering, Dentsu Inc., a Japanese international ad agency network headquartered in Tokyo and one of the largest agency network in the world in terms of worldwide revenues, established a global operating unit through the acquisition of Aegis Group. The acquisition was completed in 2013, thus born Dentsu Aegis Network (DAN) Ltd. headquartered in London. On the contrary, being the largest multinational agency network in Indonesia having dozens of diverse marketing & advertising service offerings under one network, DAN Indonesia’s management understand it comes with challenges of its own. It is always a substantial matter for DAN Indonesia’s agencies to be able to understand changes of expectation from advertisers, and drivers of that expectations to be able to anticipate the trajectory and flow of the changes and maintain advertisers’ confidence at all times. Through qualitative research, this study is aiming to shed lights on indications of emerging expectations from today’s Indonesian prominent advertisers towards DAN Indonesia’s brand agencies. There were 2 expectations emerged: (1) full service agencies must be able optimize speed of executions, and (2) full service agencies must be able to deliver deeper strategy and creative concepts that would create better business impact. It can be concluded that in order to maintain fresh flow of values to the business, DAN Indonesia brand agencies must be able to put serious efforts in positioning their service proposition to match with the industry and client segments that they choose to serve. Inability to do that will drive values out of the business into the lap of the consulting firms.