Building a cohesive, globally scaled Dentsu Creative
Recently, Dentsu Creative unveiled its new “Transformative Creativity” tagline. The messaging refers to Dentsu Creative’s 2022 launch, and how combining creative agencies led to greater market impact.
“The transformational part is not just stopping at the brief as it is, but fundamentally looking to solve business problems through myriad means, using end-to-end creativity,” Gaughran said.
For years, he championed the holding company’s One Dentsu vision, having previously led strategy at McGarryBowen. Eventually, he began working on corporate strategy initiatives that allowed him to play a key role in planning Dentsu Creative’s consolidation. He ensured the consolidated agency’s capabilities could meet its clients’ needs and that its work met a quality standard.
“When we see our creative practice now, that’s encompassing Dentsu Creative as a brand, Tag as our scaled production partner that we’ve been integrating over the last year, and then the bringing together of Dentsu Japan into the creative fold as well. It’s the embodiment of all three,” Gaughran told ADWEEK.
Creating an architecture for global integration will be a key part of Gaughran’s new role—an effort the leaders hope will spur further new business growth.
“When we say growth, we’re talking about really new logo growth, primarily … making sure that we meet the need for increasingly global clients that we’re adding into the family, and making sure that we’re consistent around the world,” he said.
