Oneofthelargestandmostsuccessfuladvertisingcompaniesintheworld,Dentsuhaspioneeredasophisticatednewcross-communicationstrategy--andnowit'sbeingrevealedforthefirsttime.Inaworldsaturatedwithmarketingmessages,makingyourofferingrelevantisyourbiggestchallenge.Dentsu'sCrossSwitchmodelmeetsitheadon.
TheDentsuWaysharesproventacticsforgettingyourmessagetoconsumersandcreating"scenarios"tomovethemthroughcalibratedContactPointstomeetwhateverspecificgoalyouset.
Thisgame-changingbook:
ExplainsDentsu's110-yearhistoryanduniqueservicestructure,aswellasitsbroadrangeofbusinessfields
Introducestencasestudiesofsuccessfulcampaigns,whichhavewoninternationaladvertisingawardsateventssuchastheCannesLionsInternationalAdvertisingFestivalandADFEST
ProvidesnineofDentsu'snewestoriginaltoolsandanalysismethods
Gainbroader,moremeaningfulcustomerinvolvementandpenetratemoredeeplythaneverintoyourmarketbyfollowingtheDentsuWay.
Forover100years,Dentsuhasspearheadedmarketinginnovationaroundtheworld.InTheDentsuWay,twoofthecompany'shighest-levelexecutivesrevealtheorganization'sgroundbreakingstrategyformeetingthechallengesoftoday'sfragmentedmedialandscape,populatedbyconsumerswhoareincreasinglyselectiveaboutwhere,when,andhowtheyretrieveinformation.
Today,Dentsuisemployinganewmodeltopromoteafreshwayofthinkingaboutmarketingandremovetheguessworkfromthedecision-makingprocesses.ThatmodeliscalledCrossSwitch.
TheDentsuWayprovidesacomprehensivedescriptionofCrossSwitchandexplainshowyoucanuseittocreate"scenarios"tomovetargetsandcapturetheirheartsthroughappropriatelycalculatedContactPoints.Itisahighlyeffectivestrategyto:
Getconsumers'attentioninaneraofoverwhelminginformation
Gainbroaderanddeeperconsumerinvolvement
Measuretheperformanceofeverycampaign
TheauthorsdiscusshowyoucanapplyDentsu'srevolutionaryframeworktodevelopyourownstrategies.Youwilldiscoverhowtoachieveanymarketinggoal--frombuildingabrandtoboostingsales.Thisbookrevealsthebiggestsecretinmarketingtoday.
DentsuisheadquarteredinTokyoandhasmorethan19,000employeesin139subsidiariesinJapan,theUnitedStates,theUnitedKingdom,Russia,China,Brazil,Indiaandmorethan20othercountries.