• by Joe Mandese  @mp_joemandese, May 9, 2019

Dentsu, the Tokyo-based parent of Dentsu Aegis Network, has announced Dentsu Media Runway Inc., a new media services agency.

The new agency will launch July 1. It will also be based in Tokyo and have an initial staff of 35 people.

As its name suggests, it will develop media strategies and executions that position its clients on a celebrity runway, as if they are “models in high-end fashion shows will shine in the limelight.”

In more conventional corporate-speak, Dentsu’s statement explains it this way: “The purpose behind the establishment of the new company is to accelerate and advance business with clients engaged in different business practices, including global corporations, and to deepen and evolve media solutions to align with the evolution of digital technology and the diversification of consumer behavior that accompanies it, through campaign planning that incorporates media planning, campaign execution paired with media buying, and measurement of its effectiveness.”