The report acknowledged that dentsu X is now one of the largest agencies within the Dentsu Aegis Network drawing upon recent wins like Flora, Bear Nibbles, Swisse and Square.
Newly launched UK media agency dentsu X UK made its Campaign School Report debut with an impressive score of 5/9 for 2020. The score is highly positive for a new agency with Campaign noting that, “In the first few months since its creation from the merger of Fetch, 360i and ICUC, dentsu X has worked hard to succeed on its own merits.”
Regarding client work, the partnership between Jaguar Land Rover and Attitude magazine which resulted in the memorable "Jag Race" was also given a shout out. “One highlight has been the agency's work for Jaguar Land Rover, which demanded that it meet the challenge of making British car-buyers feel as if the brand was relevant to them. With the majority of them feeling disconnected from car advertising in general, dentsu X’s "The Jag Race" involved a partnership with Attitude magazine and a drag-race show in October 2019."
What’s more, dentsu X UK has made it to the finals in The Drum’s 2020 Marketing Awards for its exciting work with JFOODO and Japan Week in 2019: “Escaping The Ordinary With Foodism.” dentsu X partnered with Foodism to become their main sponsor for Japan Week and helped expose consumers and trade to sake resulting in 90% of participating restaurants recording their highest sales of the Japanese alcoholic beverage. Although this wasn’t mentioned in Campaign’s report, it highlights the extent of the agency’s progress and success within just a few short months of its nascency.
Finally, Account Manager Haala Abouargub was recognised for her initiatives around Xtalks. Campaign remarked Haala is “A rising star, who has driven the learnings and innovation agenda in the agency – Xtalks [a series of weekly innovations and trend sessions]." Xtalks has hosted a number of large media owners throughout the year, amongst them Channel 4, Conde Nast and Snapchat.
For an agency that is less than a year old, dentsu X UK has made some critical leaps forward producing stand-out client work and continuing to add notable names to its client roster. As a “quiet member of the class” for 2020, dentsu X is expected to keep rising to the top of the class making more noise and winning more clients along the way.