Move over, VMLY&R, because there’s a new longwinded agency name in town: Dentsumcgarrybowen.
The new creative entity, which is part of Dentsu Aegis Network, encompasses Mcgarrybowen’s various offices around the world and a number of agencies that operate under the Dentsu name outside of Japan.
A spokesperson for Dentsu Aegis Network said these agencies are predominately Asia-based and include Dentsu Thailand, Dentsu India, Dentsu Brazil and so on. Mcgarrybowen is headquartered in New York and has offices in cities including Chicago, Amsterdam, London and Paris.
The spokesperson added that Dentsumcgarrybowen is part of the “three lines of business” that Dentsu Aegis Network set up last year: creative, media and customer relationship management (CRM). Dentsumcgarrybowen will now lead the creative segment alongside digital agency Isobar. Content marketing firm John Brown and PR agency Mitchell also fall under this pillar.
Dentsumcgarrybowen will be led by global co-presidents Merlee Jayme and Jon Dupuis, who will report to Jean Lin, global CEO of creative at Dentsu Aegis Network. Jayme serves as chairman and CEO of Dentsu Jayme Syfu, located in the Philippines, while Dupuis is global president of Mcgarrybowen. It is unclear if they will retain their current roles moving forward.
Gordon Bowen, founder and global chairman of Mcgarrybowen, will serve as global chairman of the new network. Bowen is also chief creative officer of Dentsu Aegis Network.
“We are delighted to launch Dentsumcgarrybowen and continue to grow our offering of strategic and innovative creative solutions for our clients,” Jayme said in a statement. “With a longstanding reputation of world-class creative ideas, combining the legacy and heritage of the East with the entrepreneurial spirit of the West, we are excited about evolving into Dentsumcgarrybowen, and we look forward to entering this new chapter with our teams across the world to deliver unparalleled work for all our clients.”
According to Dentsu Aegis Network, which is owned by Japanese holding company Dentsu, its new global creative offering entity brings together more than 3,000 people, working in 33 locations across 24 key markets. The company said Dentsumcgarrybowen will work with clients including Ajinomoto, American Express, Canon, Disney, Hershey’s, Marriott, Shiseido, Subway and United Airlines.
Last month, Wendy Clark left her post as DDB’s global CEO to join Dentsu Aegis Network in the same role. The company also recently implemented layoffs, furloughs and salary cuts in response to the business impact of Covid-19.