Suffice it to say that it’s been a pretty decent start to the week for Tokyo-based holding company Dentsu, which has not only seen its 360i unit assume global digital responsibilities for Estee Lauder’s Clinique, but its siblings McGarryBowen and Carat Enterprise joining forces with Fujitsu as the Japanese tech company’s new agency partners for global brand advertising. Specifically, McGarryBowen’s London office, which has a new CEO in Rick Hirst, (who officially joins on Nov. 20) pitched and won the biz in partnership with fellow U.K operation Carat Enterprise (which is focused on B2B) and Dentsu’s Tokyo HQ.
Regarding his company’s decision, Guy Daniels, VP/brand & marketing communications for international business, Fujitsu, says in a statement, “mcgarrybowen, Carat Enterprise and Dentsu stood out from the competition as the team that really understood our business challenge. The trio not only demonstrated a huge amount of rigor, but also showed us a new level of innovative thinking when it comes to how to best reach and engage with our target audience.”
First up to bat for Fujitsu’s new agency allies is a 2014 multi-channel campaign aimed at raising the brand’s global profile.