Word: dentsu
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Dates: during 1970-1979
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...eighth largest agency (billings: $750 million), for an undisclosed price. The acquisition of SSC & B (formerly Sullivan, Stauffer, Colwell & Bayles) would boost Interpublic's combined billings to more than $2.6 billion, making it almost twice the size of its nearest international rival, Japan's Dentsu, and all but dwarfing the two other U.S. giants, J. Walter Thompson and Young & Rubicam...
...from last year's limits. Already newspapers and magazines are dropping pages, and broadcasting hours are beng cut after midnight. The crunch will be a major test for Yoshichika Nakahata, 63, who, after 39 years with almost every department from television accounts to art and copy, was named Dentsu's president in November. Noted more for administrative skill than for creative flair, Nakahata vows to lead the company with "the energy of a roaring tiger...
Dreamy Clout. At Dentsu, that could be more than mere hyperbole. The diligence of the 5,000-person work force is legendary, and the lights of the agency's 15-story glass-and-concrete head quarters near Tokyo's Ginza regularly glow late into the night. Competing admen joke that "the first people on the streets each morning are the ragpickers - and Dentsu men hurrying to work." In seeking new business, the firm's account executives are the most aggressive in Japan; they often refer to calls on prospective clients as attacks. Each summer a group...
...Dentsu gets only 3% of its business outside Japan, but it wields the kind of clout over its home market that American admen can only dream about. The agency places about a quarter of all the print ads in Japan and four out of every five rich prime-time TV commercials. Of its 5,000 or so competitors, the closest rival is the Hakuhodo agency, which has billings of less than $3,000,000. One reason for Dentsu's preeminence: because of its money, drive and just plain bigness, it can buy up prime print space and broadcast time...
Founded in 1902 as a news service, Dentsu did not shift into advertising in earnest until the mid-1930s. The caliber of that era's ads is summed up in a Dentsu candy promotion, which showed the silhouette of a Japanese bomber over China under the headline: EVEN OUR WILD EAGLES TAKE ALONG MORINAGA CARAMEL ON BOMBING RUNS...