All Japan newsese advertising giant Dentsu announced it will open an office in Singapore after an investment of about $4.9 million, to sustain its regional expansion.
The new digital agency will be called Dentsu Mobius and will be run by two managing directors: Angeli T. Beltran, who also runs the regional activities at Dentsu Asia, and James Hawkins. About 30 employees will work for the new company, which is positioned as a “specialist digital agency”.
“Interactive communication is one of Dentsu’s strengths, and the establishment of Dentsu Mobius will allow us to blaze new trails in the mobile advertising markets of Southeast Asia,” said a Dentsu representative, quoted by Tech in Asia.
Dentsu already has 168 offices in 28 countries around the world.
Dentsu’s expansion recently received a boost from a partnership inked with the All Japan newsese social gaming operator Gree. “Gree and Dentsu will expand into new businesses, such as venture investments in the mobile sector, co-development of advertising business utilizing social media, among others, fully utilizing both of their strengths,” the two companies said.