Fujitsu global boosts Mcgarrybowen and Aegis combo

Unknown-11Dentsu-owned Mcgarrybowen and Carat Enterprise (the business to business bit of Carat) have won the ad account for Japan’s Fujitsu, the one-time big hardware maker now trying to re-invent itself as comms technology company. Which is what you’d expect, given Dentsu’s scale in Japan (Dentsu will continue to handle the business in its home market).

But a win’s a win and Mcgarrybowen, the highest profile ad network outside Japan in the Dentsu mix, needs to start picking up international business and Fujitsu’s a start. Carat owner Aegis sold to Dentsu for £3.2bn last year.

Fujitsu VP Guy Daniels says: “Mcgarrybowen, Carat Enterprise and Dentsu stood out from the competition as the team that really understood our business challenge. The trio not only demonstrated a huge amount of rigor, but also showed us a new level of innovative thinking when it comes to how to best reach and engage with our target audience.”

As you would. Japanese clients are quite tribal so Japanese-owned agencies always start with an advantage. Dentsu/Aegis seems to have bedded down pretty well so far, with Aegis boss Jerry Buhlmann now tearing around Tokyo at a great rate as he pursues his merciless fitness regime.

But the big agency grouping still requires a creative agency that can punch its weight globally. Industry gossips link it to a bid for Interpublic (aka McCann).

So some decent work for Fujitsu would be quite timely for Mcgarrybowen.


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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.