Advertising firm Dentsu Aegis has launched a new UK marketing agency after merging four of its existing brands.
Dentsu said its new agency, Dentsu X, will bring together skills in media, technology, creativity and data to offer a full-service proposition to clients including Jaguar Land Rover, Converse and Lidl.
The new agency, which will house 200 staff members, follows the merger of digital agencies 360i, Fetch and ICUC under the Dentsu X name.
Dentsu X will be led by Patrick Affleck, formerly chief executive of Fetch.
“Dentsu X has been designed by and for the digital economy,” said Affleck. “By bringing together such diverse and dynamic talent we can tackle any challenge for our clients, devising more creative solutions to solve these in an effort to grow their brands and businesses faster.”
The move is the latest example of consolidation in the advertising sector, as large holding groups look to streamline their corporate structures in a bid to keep up with more agile competitors.
Dentsu, which is headquartered in Tokyo, also revealed global president Mike Nakamura has relocated to the group’s offices in London.
The process of merging the four agencies has already begun, and is expected to complete by the end of the year.