Dentsu X launches in Canada
Dentsu Aegis Network has launched a new media communications agency in Canada called Dentsu X. The Toronto-based agency will specialize in media strategy and planning, as well as audience measurement. It will also operate an office in Montreal. Genevieve Guay has been appointed president of Denstu X Canada. She was most recently managing director of Dentsu Media and 360i. She was also vice-president of digital media and brand experience at Carat Montreal and director for the Quebec region at Isobar.
“Disruption is not a buzz word or trend, it is a business reality that effects every industry and sector,” said Guay. “Anticipating and staying ahead of it is the best way to win in this economic climate and Dentsu X has shaken up the typical approach to media strategy to help our clients do just that. We’ve turned the process of defining and understanding audiences on its head. We develop a deeper, more multidimensional understanding of consumers based on audience motivation rather than the traditional consumer profile approach. We design consumer experiences that take them beyond exposure to create more meaningful brand connections.”