Dentsu Aegis Looking Pretty, Lands Shiseido In Joint Pitch

In the what the company called a "landmark account win," the Dentsu Aegis Network has been awarded the global media service account for Japanese cosmetics marketer Shiseido Co. Ltd.

The assignment, which follows a review conducted in the latter half of 2013, begins in July.

The account will be managed by Aegis’ Vizeum unit, but will tap other resources of the Dentsu Aegis Network, including planning, buying, consumer insight, etc.

The account initially focuses on major markets, but will eventually roll out to the entire Shiseido group network, excluding Japan. In its 2013 annual report the client said it spent 23.5% of its net sales on advertising and promotion, or more than $1 billion globally. Breakouts for advertising and promotion were not provided. 

In the U.S., where the company markets Bare Essentials and other brands, it spent about $55 million on ads in 2012, the last full year of available data from Kantar. 



Global Client President of Vizeum, Lee Hawkins, will lead the account through Vizeum’s hubs in Singapore, Paris, London and New York, with close collaboration with the Dentsu team in Tokyo.

“Recent strides have realigned our business operations to a global scale, including back-office integration in multiple regions and building a centralized digital operations base,” Shiseido Representative Director and Corporate Senior Executive Officer Carsten Fischer stated, adding, “By unifying our media account on a global level, we move into the second stage.”

This story has been updated to include ad spending data
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