emea

Now to Next:

From Disruption to Opportunity

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#dentsunowtonext

2022 has seen new and unforeseen levels of disruption through rising inflation, energy crisis, political unrest, and climate change, yet history has proven that the resilience of people, culture, and society prevails. At dentsu we help clients navigate the now, and design for what’s next. From true customer centricity to the future of experience marketing, we invite you to explore dentsu EMEA’s rich insights and thought leadership to help you predict and plan for what lies ahead.

Giulio Malegori, CEO, EMEA

Businesses must reimagine their place in the world

Portret of Giulio Malegori

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The Now and Next of Customer Experience

Women touching a screen

Experience Marketing

Making the Virtual Feel More Human

Two girls holding hands together

CREATIVE

Modern Creativity that Changes the World

Women touching a screen

Consumer insight

Understanding the motivations of today’s consumer

Women with glasses on creative background

MEDIA

10 trends

that change the media landscape

Work we love

Explore the inspiring work from our agency brands and clients from across EMEA.

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MAC Cosmetics - DragRace

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Co-operative Bank – Withdraw from This

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Viaplay – Inked by Max

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Benetton – Store in the Metaverse 

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The Unfiltered History Tour

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Mastercard – Travel Gives you a Story to Tell 

Dentsu logo

About us

Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands - Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future. Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

Press Inquiries

Laura Jennings
Chief Communications Officer EMEA
laura.jennings@dentsu.com

© Dentsu 2022    Diversity, Equity & Inclusion  |   Social Impact   |   Our Policies  |  Careers  |   Privacy Policy

emea

Now to Next:

From Disruption to Opportunity

2022 has seen new and unforeseen levels of disruption through rising inflation, energy crisis, political unrest, and climate change, yet history has proven that the resilience of people, culture, and society prevails. At dentsu we help clients navigate the now, and design for what’s next. From true customer centricity to the future of experience marketing, we invite you to explore dentsu EMEA’s rich insights and thought leadership to help you predict and plan for what lies ahead.

Women touching a screen above her head
Portret of Giulio Malegori

Giulio Malegori, CEO, EMEA

Businesses must reimagine their place in the world

video

The Now and Next of Customer Experience

To achieve true customer centricity, brands must move from the mindset of ‘selling’ to the mindset of ‘solutions’, and organising their capabilities around the client problem, the brand challenge, and around the customer challenge. It’s about moving beyond conventional, targeted, data-driven marketing, to connecting customers journeys in a more meaningful way. That means putting your customers at the heart of the innovation process and bringing in the right capabilities to revolutionise brand interaction.   

With 3.2bn estimated video game players across the world in 2022, gaming is now a mainstream activity. This hasn’t gone unnoticed with a plethora of apps, technology platforms and media outlets who are adding gaming elements to their offering to attract and retain audiences. We spoke to four dentsu gaming experts across EMEA to find out how brands can enhance their efforts to create brand love through fandoms and connect more authentically with consumers. Read more about our gaming segments and advice for brands in our latest report For The Game

Women touching a screen

Experience Marketing

Making the Virtual Feel More Human

Two girls holding hands together

CREATIVE

Modern Creativity that Changes the World

Women touching a screen

Consumer insight

Understanding the motivations of today’s consumer

Women with glasses on creative background

MEDIA

10 trends

that change the media landscape

Work we love

Explore the inspiring work from our agency brands and clients from across EMEA.

video

Adobe – David Bowie

Dentsu Creative Netherlands supported creativity pioneer Adobe in their campaign to celebrate world-beloved late music legend David Bowie on what would have been his 75th birthday. Bowie had created a unique persona, Ziggy Stardust, and pushed the boundaries of self-expression by inspiring people everywhere to truly be themselves. Now users from all over the world are now able to experience the world of Ziggy Stardust by visiting his dressing room faithfully reproduced through 3D computer graphics and create a unique digital persona.

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MAC Cosmetics - DragRace

Dentsu Creative Italy worked with client MAC Cosmetics, world leading make-up brand, to develop a compelling sponsorship campaign for the Italian reality show DragRace. The television show was the perfect container to express MAC Cosmetics’ continued commitment to represent inclusion and diversity and its goal to vouch for all genders, races and ages. The product line was featured throughout the show, from opening credits to special sampling in the make-up room, to a fun “make-up in the dark” challenge.

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Co-operative Bank – Withdraw from This

Dentsu Creative UK in partnership with the Co-operative Bank has produced a high-impact campaign which lifts the lid on the issue of fossil fuel finance urging people to 'Withdraw From This' in an effort to tackle the climate crisis. The dramatic advert shows a customer taking money out of an ATM. As they do, the walls of the bank crumble away to reveal the journey their bank notes have been on. They flutter through scenes of worldwide devastation caused by the fossil fuel industry, before finally being dispensed into the customer’s hands.

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Viaplay – Inked by Max

Dentsu Creative Netherlands developed an entertaining campaign for streaming service Viaplay which brought its viewers closer to the action by connecting Formula 1 World Champion Max Verstappen and his number 1 fan forever. Using a special machine synchronized with Verstappen's real time driving, a tattoo was inked live onto the fan's skin to reflect Verstappen’s driving style during the race. The campaign obtained a great deal of visibility in the Dutch sports fan community, and received extensive media attention.

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Benetton – Store in the Metaverse 

Dentsu Creative Italy worked with client Benetton to advertise the opening of its new shop in the city centre of Milan during Milan Fashion Week by leveraging the power of gaming. A very special Benetton shop was especially created in the Metaverse through online gaming platform Roblox to mirror the real-life location and provide customers with a truly immersive virtual experience. The campaign saw Benetton emerge as a globally undisputed pioneer in the digital space and the metaverse.

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The Unfiltered History Tour

The Unfiltered History Tour is a guerrilla tour of the British Museum carried out via Instagram filters by making use of Augmented Reality that the internet is no stranger to. However, instead of adding dog ears to a selfie, the same technology was re-engineered to scan and identify life-sized 3D artefacts in differing light conditions throughout the day, to unfilter centuries of colonial narrative.

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Mastercard – Travel Gives you a Story to Tell 

Dentsu Creative Poland partnered with Mastercard to showcase the beauty of Croatia by developing an engaging tool which allows people to arrange a trip to Croatia while visiting its beautiful sights from the comfort of home. Customers could then book directly using Experiences on Mastercard’s global experiential platform priceless.com. An exclusive WebApp framework based on augmented reality and 360 videos was created to provide an immersive exploration experience.

Dentsu logo

About us

Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands - Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future. Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

Press Inquiries

Laura Jennings
Chief Communications Officer EMEA
laura.jennings@dentsu.com

© Dentsu 2022    Diversity, Equity & Inclusion  |   Social Impact   |   Our Policies  |  Careers  |   Privacy Policy