30 June 2021

Dentsu Isobar and Dentsu Digital Merge to Become Japan’s Largest Digital Marketing Company in its Class, a Digital Partner to Provide Customer-Driven DX to Approximately 1000 Businesses in Japan and Overseas

Dentsu Isobar announces the completion of its merger with Dentsu Digital effective July 1, 2021, as announced in a previous release on March 15, 20211. Starting today, the new company will be known as Dentsu Digital and will comprise a total of 1,919 employees supporting the business growth of approximately 1,000 clients as their digital partner in Japan and overseas.

As a result of this merger, the new Dentsu Digital will provide more integrated and advanced solutions which combine its existing capabilities to support clients through customer-driven digital transformation (DX) with Dentsu Isobar’s accumulated expertise as a member of the Isobar network with as a one-stop service that includes the ongoing operation and improvement of digital marketing, new business design, customer experiences, and the construction of necessary systems to realize these. The new Dentsu Digital will focus on corporate DX, shifting from improving business efficiency to rethinking the customer experience, in alignment with impact of the new coronavirus pandemic in consumer’s lifestyles and behaviours.

Main solutions to be enhanced by this merger:

CX Solutions
Dentsu Digital has been providing customer experience (CX), transformation consulting, and CX-related solutions that include creative which covers owned media, social, and advertising. Dentsu Isobar, as “The CX Design Firm,” has been creating advanced OMO customer experiences through the creative use of digital. Their consolidated capabilities and know-how will provide clients with highly effective solutions that innovate customer experiences, an item becoming of highest importance for clients.

Global Solutions
Dentsu Isobar is known for its international, multi-lingual professionals that, in collaboration with its global network across 45 countries worldwide, delivers advanced CX solutions. From 2020, Dentsu Digital began a full collaboration with Merkle, a subsidiary of Dentsu International with a global reputation in the data marketing/CRM domain. Dentsu Digital will strengthen its ability to provide global solutions to clients in Japan and overseas by inheriting the assets of both companies and focusing on the recruitment and training of talent for projects at a global scale.

Commerce Solutions
From 2021, Dentsu Digital established a 100-member commerce division that provides comprehensive services to support e-commerce and EC platforms such as Amazon and Rakuten. In collaboration with Dentsu Commerce (formerly known as Isobar Commerce), Dentsu International’s dedicated commerce team, Dentsu Isobar is one of Japan’s leading commerce experts in building in-house EC with the use of platforms such as Salesforce Commerce Cloud, Adobe Commerce (Magento), among others. Through the integration of these services Dentsu Digital will provide commerce solutions to drive clients' business growth.

LINE Solutions
To create new customer experiences using LINE such as the first boarding system for air travel, Dentsu Isobar’s proprietary solution TONARIWA delivers 1-to-1 customer communication powered by LINE’s API. Dentsu Digital’s solutions such as new points of contact with consumers through the creation of LINE official corporate accounts and advertising menus, and the development of communication platforms through its proprietary BOT BOOSTaR® solution, are also powered by LINE’s API. The combination of their extensive capabilities will provide a full-funnel LINE solution, from customer acquisition to strengthening customer relationships.

Company Details

Company name: Dentsu Digital Inc.
Head office: Higashi Shimbashi 1-8-1, Minato-ku, Tokyo
Representative: Soichi Kawakami – President & CEO
Established: July 1, 2016
Operating capital:
440 million Yen
Number of employees: 1,919 (as of July 1, 2021)
Business activity: Consulting, development, implementation, operation, and execution in all areas of digital marketing.

  • Soichi Kawakami - Representative Director, President & CEO
  • Yoshitaka Goto - Director, Vice President, Executive Officer
  • Tomohiko Sugiura - Vice President, Executive Officer
  • Daisuke Kobayashi - Vice President, Executive Officer
  • Katsumasa Yagi - Executive Officer
  • Shunsuke Kagoshima - Executive Officer
  • Tomohiro Arakawa - Executive Officer
  • Shinya Tanaka - Executive Officer

About Dentsu Digital
Dentsu Digital is the leading digital marketing company in Japan that provides services which use data and technology and include strategy, development, and execution of next-generation marketing and IT platforms and DX consulting that support clients’ business innovation. In close partnership with platform companies locally and overseas, and the use of our advanced integration capabilities and professional expertise, we contribute to our clients’ business growth.

Awards and recognition

  • Salesforce Marketing Cloud Partner of the Year for 2 consecutive years
  • Adobe Digital Experience Solution Partner of the Year 2021 (Dentsu Group was recognized as Top Partner in Japan and APAC)
  • Google Mugen Awards' Most Valuable Agency in 2020 (Third consecutive win since the awards' inception)
  • LINE Biz Partner Program's Gold Sales Partner in 2021
  • Certified Facebook Marketing Partner's Technical Service Partner

Isobar global reputation
Isobar is widely recognized as an industry leader by Gartner's Magic Quadrant for seven consecutive years since 2014, winning the Cannes Lions Digital Craft Grand Prix in 2018 and being named Campaign Asia Pacific's Digital Network of the Year five times in the past 10 years, and accumulating over 300 other awards.

1Refers to a news release published in March 15, 2021.


For further enquiries regarding this release, please contact:

Sonoko Tatsuno
Dentsu Digital
Corporate Communications Division

T: 03 6217 6036
E: press@dentsudigital.co.jp