Tag: Dentsu

Renegade Spins Off From Dentsu

Posted on by Drew Neisser

As seen today on MediaPost:

Renegade, the New York-based digital agency, announced Thursday that it will operate as a newly independent company.

Dentsu Holdings USA, Inc. has sold its majority interest in the company to Renegade CEO and Co-founder, Drew Neisser. The deal–a result of the directional evolution of both companies–is both amicable and mutually beneficial, according to the companies.

“We believe that being independent will elevate the entrepreneurial spirit that is especially important in this challenging economic environment,” Neisser said. “Without the support of Dentsu over the years, we would not have been able to build the type of organization that we have today. Renegade has always been about helping clients get maximum impact out of limited resources. Being independent will make us that much more resourceful.”–Tanya Irwin 

Watch this Slide Show

Posted on by Drew Neisser

My assistant insisted that I check out David Armano’s blog and I’m really glad I did. In addition to finding some really smart topical stuff, the following slide show is one of the best articulations of the thinking behind Marketing as Service I’ve seen to-date.

SlideShare | View | Upload your own

I want to spend more time thinking through “The Marketing Spiral” which he offers up as replacement for the old school “marketing funnel” which some call the AIDMA (Attention, Interest, Desire, Memory, Action) model. I’m particularly interested in how clients are reacting to this proposition. I know Dentsu has had some success in Japan migrating clients away from AIDMA to their trademarked Consumer Behavior model, AISAS (Attention, Interest, Search, Action and Share), but I still see clients in the US setting up their marketing plans with the old funnel in mind.

I know it all seems a bit theoretical but how clients spend their money is often guided by their view of the marketing universe. If they believe in the spiral, then Marketing as Service will prevail.