GREE has announced a wide-reaching partnership with Dentsu, one of the biggest advertising agencies in the world.
What’s interesting is that the alliance is supposed to bolster GREE’s internationalization efforts (and they do need every bit of help they can get in that area). In addition, the deal not only covers Dentsu promoting the GREE brand but also content acquisition and potential co-investments.
GREE explains:
Dentsu, with a network of 167 offices in 28 countries and over 20,000 employees worldwide (as of the end of December), will use its global reach and expertise to promote the GREE brand internationally.
Dentsu’s first step will be to assist with developing GREE’s network of international users and enhancing the brand through a robust global network of advocates and successful marketing expertise. In addition, the two companies will collaborate on various promotional opportunities leveraging Dentsu’s broad collection of entertainment content.
In addition to these efforts, GREE and Dentsu will accelerate its alliance globally in a wide range of businesses. GREE and Dentsu will expand into new businesses, such as venture investments in the mobile sector, co-development of advertizing business utilizing social media, among others, fully utilizing both of their strengths.
Dentsu is one of the biggest forces in Japan’s online ad industry (both for the PC and mobile). Domestically, the company is partnering with Facebook Japan, for example.
