The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

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November 22, 2010


Mixed media product, 320 pages

Other Formats


0071748121 / 9780071748124


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Main description

The breakthrough marketing strategy from the world's most innovative advertising agency

One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on.

The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set.

This game-changing book:

  • Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields
  • Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST
  • Provides nine of Dentsu's newest original tools and analysis methods

Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

Table of contents

Part 1Dentsu Comes of Age
1. The Origins of the Dentsu Way
2. Breadth and Depth: An Overview of Dentsu Scope and Services

Part 2The Cross Communication Imperative
3. From AIDMA to AISAS: The Growing Importance of Cross Communication
4. Cross Communication: A Look at What Makes It Work
5. Creating Scenarios for Cross Communication

Part 3Putting Cross Switch into Play
6. Case Studies of the Cross Switch Way
7. The Cross Switch Design Process
8. From Insight to Scenario Creation
9. Structural Design and Measurement for Cross Switch

Appendix: Outline of Cross Communication Behavior Survey

Author comments

Kotaro Sugiyama is a Senior Vice President and the Chief Creative Officer of Dentsu. He has been a leader of the digital business in Dentsu since 1999. He also played an important role in the foundation of the Tokyo Interactive Ad Awards where he served as chairman for several years. He is uniquely conversant with both traditional ads and digital marketing.
Tim Andree is the first non-Japanese Executive Officer of Dentsu. With more than 25 years of global marketing and communications experience, he worked at Toyota, Canon, the National Basketball Association, and BASF before joining Dentsu, where he currently oversees the company's operations in the Americas and Europe.
The Dentsu Cross Switch Team was formed to develop new concepts and methods to implement Cross Communications for the Dentsu Group's more than 6,000 clients.

Copyright 2014 McGraw-Hill Global Education Holdings, LLC


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