dentsu X Launches in Canada

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Dentsu Aegis Network Canada expands, welcoming dentsu X to its growing network of agencies with Genevieve Guayas President

dentsu x (CNW Group/Dentsu Aegis Network)

TORONTOFeb. 26, 2019 /CNW/ – Building on our vision to innovate the way brands are built for the digital economy, today, Dentsu Aegis Network announces the launch of dentsu X in Canada, a brand-new media communications offering. Reimagining the traditional approach to building media strategy based on a proprietary method of qualifying audiences, dentsu X delivers engagement-driven, integrated media experiences to some of the biggest Canadian and global brands.

dentsu X’s launch also brings to Canada a new, proprietary approach to media planning that leverages the power of data to define consumers beyond their claimed behaviours in favour of a more multidimensional understanding of audiences based on their motivations. This insight driven approach delivers integrated strategies rooted in how brands add value to the lives of consumers while also cutting through the clutter of a saturated consumer marketplace — focusing more on experience, rather than exposure.

To drive the new agency’s mandate, Genevieve Guay is appointed President of dentsu X Canada effective immediately. For nearly 15 years, in progressively senior roles across the Dentsu Aegis Network, Genevieve has made an invaluable contribution to the Group’s success and growth with her ability to build strategies that have accelerated the growth of some of Canada’s biggest brands.

Genevieve Guay, President at the newly launched dentsu X, part of the Dentsu Aegis Network Canada (CNW Group/Dentsu Aegis Network)

“Disruption is not a buzz word or trend, it is a business reality that effects every industry and sector. Anticipating and staying ahead of it is the best way to win in this economic climate and dentsu X has shaken up the typical approach to media strategy to help our clients do just that,” said Genevieve Guay, President, dentsu X Canada. “We’ve turned the process of defining and understanding audiences on its head. We develop a deeper, more multidimensional understanding of consumers based on audience motivation rather than the traditional consumer profile approach. We design consumer experiences that take them beyond exposure to create more meaningful brand connections.”

In addition to the new Canadian operations with over 50 Canadian employees based in Toronto and Montreal, dentsu X operates in 34 markets with 37 offices across AsiaRussiaFranceItaly and Australia among other.

“It’s an exciting time for the Dentsu Aegis Network in Canada as we continue to expand with the addition of dentsu X delivering an even more robust and integrated product solution to our clients,” said Annette Warring, Chairwoman & CEO, Dentsu Aegis Network Canada. “I’m also thrilled to announce the appointment of Genevieve Guay as President. During her tenure with the network she has been leading dynamic and innovative teams to deliver award-winning client strategies and I look forward to watching her lead her team as they establish and expand the dentsu X brand in Canada.”

For more information on dentsu X please visit them online at https://dxglobal.com/.

About dentsu X
dentsu X believes in the importance of understanding consumers beyond desk-bound knowledge, designing experiences to work with, rather than against human nature, creating experiences that win. With expertise in data, technology and informed creativity, dentsu X creates the best kind of content for brands across all industries and markets.

About Dentsu Aegis Network Canada
Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network’s focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, GRIP, ICUC, iProspect, Isobar, MKTG, The StoryLab and Vizeum. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in VancouverCalgaryMontrealSaint John and Halifax with nearly 1,500 dedicated specialists. www.dentsuaegisnetwork.ca

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