Dentsu launches fourth independent agency MediaTech in India

Dentsu India Group already has full-service advertising agencies Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact, working separately as independent units in the country. Dentsu MediaTech marks the fourth addition to the family with offices located in Mumbai and Delhi.

MediaTech offers full creative and media services in addition to digital, mobile and new media solutions. Dentsu Group is said to be investing heavily in space management, retail design and brand-experience centres. These will all fall under the MediaTech banner.

The agency is currently under the lead of Rajesh Aggarwal, president at Dentsu India, with further recruits in progress.

Dentsu India’s CRM and loyalty practice arm ClozR Communications is folding into MediaTech, bringing in clients like Jet Airways and Jaypee.

“Dentsu MediaTech will help us resolve possible client conflict in categories where we are already having to turn back business, despite having three Dentsu brands in the marketplace,” said Sandeep Goyal, group chairman of Dentsu India.

Aggarwal also explained, “This is our youngest brand. Hence, we will position it uniquely. Dentsu MediaTech will focus more on the technology interface of traditional advertising.” He said MediaTech is to provide client solutions through ‘communication-without-lines’.

Dentsu India is a joint venture between Dentsu Japan and The Mogae Group.