Dentsu
Dentsu controlled 90 percent of Japanese TV advertising for decades because Toyota and Sony chose agencies the way they chose banks, once for life. Cultural loyalty built a local monopoly that doesn
Densu controlled 90% of Japan's television advertising for decades. No Western agency came close to that dominance in any market. The power came from relationships. Japanese corporations chose their agency the way they chose their bank, once for life. Densu handled Toyota and Sony because their grandfathers had. 15% commission on a $70 billion advertising market generated over 10 billion in revenue from one country. In 2013, Densu acquired Aegis Group for nearly $5 billion, instantly becoming the fifth largest advertising group globally. Revenue grew to over $9 billion by 2023 across 145 countries.
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