Dentsu acquires and rebrands Dentsu Razorfish

Publicis held nearly 20 per cent of Dentsu Razorfish. Following the acquisition, the agency will become known as Dentsu iX under a rebranding initiative. A statement from Dentsu describes Dentsu iX as “a specialised one-stop agency that provides digital solutions for sophisticated and diverse needs”.

The statement adds that the new name “reflects the company’s desire to create innovative experiences”.

Hidetoshi Tokumaru, president and chief executive of Dentsu iX, told Campaign that the acquisition would not result in any changes in terms of operations, and that it would continue to function as a full-service digital agency.

Tokumaru noted however that business development activities would now be carried out in collaboration with Dentsu Group’s global network of digital agencies.

He clarified that ‘iX’ stood for “innovative experience” and was based on the concept of “providing people with new values generated through the relationships and experiences consumers have with a company or society”.