Our Work and Thinking

At dentsu, we tackle the issues that matter to our clients. Find our latest insights, thought leadership, and case studies here.

Want to find out more about dentsu? Get in touch below.

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Interested in finding out more from dentsu? Get in touch below

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Contents
Retail Insights

RETAIL

INSIGHTS

Every brand faces unique challenges. For our retail clients, staying at the forefront of the latest developments in technology, marketing and changes in customer expectations is crucial. Explore dentsu’s thought leadership for insights into how retail brands can thrive against the odds.

2023 Customer Experience Imperatives

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2023 Customer Experience Imperatives

To meet the expectations of today’s consumers, you need to start asking the big questions. How do you want your customers to feel? How can you make their lives better? And how can you grow your interactions into relationships?

The 2023 Customer Experience Imperatives will help you navigate the current marketing landscape by looking at your whole organization, evaluating your existing technology and data assets, and changing how you think about commerce.

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Integrated Customer Services: The New Loyalty Frontier

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Integrated Customer Services: The New Loyalty Frontier

Keeping customers loyal is no longer a post-sale focus or a programme of activity, it’s embedded into the whole customer experience from the moment someone first interacts with your brand and throughout their journey with you. This runs across marketing, product, sales, and, increasingly, service.

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Shopper DNA: The Future of Retail

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Shopper DNA: The Future of Retail

As the world adapts to life in the new normal, it is time to go back to the future.


In the dentsu Consumer Vision 2030, we recognised four overarching themes that will influence consumer behaviour in the next ten years. In this new report, we use these themes to explore how the global retail sector will change over the same period, and what this means for brands.

For each theme, we have identified key trends marketers need to consider when defining their retail strategy. Whilst new and unexpected forces will likely come and go in the 2020s, we believe the dynamics examined in this report will play a durable and critical role in setting the industry’s direction.

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The Total Commerce Playbook

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The Total Commerce Playbook

Customers no longer ‘go shopping’ but are rather always shopping and commerce is a priority for absolutely every brand in any industry vertical. Our playbook delivers insights on how different industries are being revolutionized in the post-store era and provides a framework to extend the maturity of your brand’s commerce capabilities.

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Retail in the age of The Human Dividend  

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Retail in the age of The Human Dividend

In the dentsu 2030 Consumer Vision, The Human Dividend describes that future attention will shift towards those traits and capabilities that make us human, leading to a renewed celebration of what makes us unique—as well as understanding our
limitations. Here, we take a look at how a decade defined by The Human Dividend will specifically shape the future of retail.

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Retail in the age of Bigger Bolder Brands

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Retail in the age of Bigger Bolder Brands

In the dentsu 2030 Consumer Vision, Bigger, Bolder Brands describes a shift in focus in the brand and consumer relationships in the 2020s. In the 2010s, consumers have become more empowered, with increasing choice and ability to engage with brands on their own terms. In the 2020s, the focus will shift to how brands can help meet consumers’ needs more effectively across all aspects of daily life. Here, we take a look at how a decade defined by Bigger, Bolder Brands will more specifically shape the future of retail.

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Retail in the age of Synthetic Society

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Retail in the age of Synthetic Society

In the dentsu 2030 Consumer Vision, Synthetic Society describes a future where we’ll see widespread embrace of synthetic enhancements and virtual experiences that improve our health and the way we pursue pleasure. Here, we take a look at how a decade defined by Synthetic Society will more specifically shape the future of retail.

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Retail in the age of Universal Activism

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Retail in the age of Universal Activism

In the dentsu 2030 Consumer Vision, Universal Activism describes a future where brands will need to reconceive their customers as activists, driven by a new range of influences and causes, from climate change to data privacy and beyond. Here, we take a look at how a decade defined by Universal Activism will more specifically shape the future of retail.

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Stop trying to predict the future of commerce - create it

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Stop trying to predict the future of commerce - create it

The world is changing fast; social commerce is exploding, NFTs are surging in popularity, hybrid working is the new normal, and for many brands, it’s hard to keep up. But if there’s one area changing faster than others, it’s commerce.

The future of commerce is about being authentic, building community, and acting in real-time. And to begin to understand what the future of commerce will look like, we need to look at what’s happening today.

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Why connected experiences are the future of commerce

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Why connected experiences are the future of commerce

Brands today have one goal — to create meaningful moments that matter to their customers, time and time again. Done right, these experiences can build long-lasting relationships, lifetime value, and competitive advantage. Yet, success today requires a new set of tools and a new strategic approach. No longer can we only focus on the data, analytics, and technology that deliver purchases. These are important, but we have to go deeper to build true loyalty.

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Retail media: the challenges, opportunities and experiments for growth

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Retail media: the challenges, opportunities and experiments for growth

Retail media is having its moment right now.


Despite us all bracing for a looming recession, this data-powered, challenger channel is growing – the sector grew 28% to £2.7bn in the UK in 2022. Woah. According to eMarketer, the advertising revenues of retailers are nearly double that of radio and print combined too.

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FMCG: Delivering connections
that count in a disruptive
landscape

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FMCG: Delivering connections that count in a disruptive landscape

Disruption is challenging the FMCG value model. The levers that have made brands successful over the last decade threaten to limit future growth in the next. The looming data and regulatory updates coupled with the evolving media ecosystem are narrowing traditional routes to customers and creating a challenging
environment.


So, what are the new levers for successful brand marketing and what approaches to advertising and media can help make those everyday connections count for brands? Here we focus on three key areas for FMCG marketers – HFSS regulations, consumer
experiences and the changing consumer journey – and engage with the wider FMCG marketing community to understand the impact of these changes and what it means for the future of brands and the sector.

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Our Thinking

INSIGHTS

OUR THINKING

From the biggest innovations in AI to the latest trends in media spending, explore our thought leadership to discover some of the best thinking from across our network.

Understanding generative AI 

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Understanding generative AI

No doubt your LinkedIn feed has been blowing up with talk of AI this and AI that since Christmas, with developments in Generative AI giving us a new set of tools to leverage in building great customer facing experiences, smarter.

With any new technology, however, there comes plenty of hype. In this webinar, we look to cut through said hype and get to the bottom of why Generative AI is relevant for brands and more broadly society, how brands should be considering using these tools now and where this area of AI might develop in the years ahead.

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Beyond the hype, why and how brands should be thinking about their role in the metaverse

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Beyond the hype, why and how brands should be thinking about their role in the metaverse

No doubt your LinkedIn feed has blown up over recent months with talk of Metaverse. It’s a fascinating topic that comes with a lot of hype – some warranted, some unwarranted. At dentsu, we have a clear point of view on the vision for the Metaverse and the steps brands can take to win in this space now, next and in the future. 

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Beyond the Hype 2 - Why and how brands should be thinking about their role in the Metaverse 

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Beyond the Hype 2 - Why and how brands should be thinking about their role in the Metaverse 

Since the autumn of last year, we’ve seen brands scurrying to find out what the Metaverse means for them. This has led to a lot of tactical executions. 

Now the hype is beginning to die down, brands need to start thinking more strategically about how the Metaverse can be used to engage with new audiences.

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What's The Future of Paid Social in a Cookieless World?

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What's The Future of Paid Social in a Cookieless World?

Past, present, and future industry changes present a unique set of challenges to Paid Social Media channels. In this tailored webinar we explore these challenges and look at the solutions that advertisers can implement to mitigate the impact.

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Discover the dentsu Global Ad Spend Forecasts

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Discover the dentsu Global Ad Spend Forecasts

The media landscape is investing in its reinvention. In this midyear follow-up to the December 2022 edition of the dentsu Global Ad Spend Forecasts, we share the most significant trends that have materialised from the data collected by our investment analysts across 58 markets – and the key implications for media decision makers.

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Read the Room

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Read the Room

As the cost-of-living crisis continues to dominate headlines, dentsu have undertaken research into how consumers are responding to the UK’s current economic conditions.

Surveying 2000 people about the financial products they hold, their spending and attitudes towards finance, Read the Room identifies seven core segments to help brands understand how uncertainty is impacting consumers in different ways and what this means for them.

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Media Trends 2023

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Media Trends 2023

This year’s Media Trends report looks at big themes – Content, Commerce and Community – and highlights how the landscape is changing, with advice on how to prepare for the future.

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How can brands credibly shape culture to stay relevant?

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How can brands credibly shape culture to stay relevant?

The best brands not only live in culture; instead, they shape culture itself. But how, when the world changes so fast, can brands stay relevant? 

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The rise of sustainable media

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The rise of sustainable media

The Rise of Sustainable Media joint global study from dentsu and Microsoft focuses on green consumer behaviours and how they are redefining business’ environmental strategy for both corporate growth and effective and authentic marketing.

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Sustainability & Marketing: Our role in tackling the climate crisis

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Sustainability & Marketing: Our role in tackling the climate crisis

Sustainability is becoming an increasing concern for consumers, and there are clear reasons why businesses and brands should be paying attention. In this report, we will explore how we can take positive steps to reduce our impact on the environment.

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Case Studies

INSIGHTS

CASE STUDIES

We champion meaningful progress for the brands we work with. We do this by creating a bespoke, integrated solution for each brand’s individual challenges, using the vast expertise and capabilities at our disposal across our network to deliver real results. Read our case studies to find out more.

Driving Local Engagement: Arla's Innovative Media Campaign Showcases Caring Dairy Brand

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Driving Local Engagement: Arla's Innovative Media Campaign Showcases Caring Dairy Brand

Read how Carat’s media campaign for Arla reached 17.5 million people, earned a 4% social media engagement rate and strongly delivered the message that Arla cares about their cows’ wellbeing.

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Empathy Unwrapped: Cadbury Dairy Milk's 'Donate Your Words' Campaign Connects Generations and Generates Sales

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Empathy Unwrapped: Cadbury Dairy Milk's 'Donate Your Words' Campaign Connects Generations and Generates Sales

Read how Carat’s purpose-led campaign for Cadbury resulted in a 53% YOY increase in value sales and led to over 1 million people pledging to ‘donate their words’ for Age UK.

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Re:Store Revolution: KFC's Virtual Dining Experience for Gen Z

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Re:Store Revolution: KFC's Virtual Dining Experience for Gen Z

Read how Denstu Creative partnered with KFC to create a full-service virtual dining experience for Gen Z, earning 19 million visitors in five weeks.

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Smart adaption to digital demands increases Laurastar's online sales by 175%

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Smart adaption to digital demands increases Laurastar's online sales by 175%

Read how Merkle delivered smart adaption to digital demands, increasing Laurastar's online sales by 175%. 

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Currys CRM team deliver outstanding results through innovative, industry-first approach

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Currys CRM team deliver outstanding results through innovative, industry-first approach

Read how Merkle increased Currys’ CRM revenue by 167% year-on-year and increased engagement by 3x through an award-winning transformation of the customer experience journey.

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From Plain to Premium: Just BARE Chicken's Journey to Overcome Commoditization

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From Plain to Premium: Just BARE Chicken's Journey to Overcome Commoditization

Read how dentsu X increased sales by 50% and purchase intent by 39% through a creative cross-channel ad campaign for Just BARE chicken in the US.

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Partnerships

OUR WORK AND THINKING

PARTNERSHIPS

Our partnership with Adobe

We help brands to accelerate time-to-value from Adobe Experience Platform. Your entire customer experience, connected.

Data Integration, Organisational Restructuring Transforms Aviva

Signify's DTC Transformation: Understanding real people through data

Unifying first-party data between sales, marketing and service is now imperative

Harnessing content at scale for highly personal, channel agnostic experiences

Getting to know the Adobe Experience Platform

Customer Experience: From Personalisation to Personal

Our partnership with Salesforce

Make advertising more addressable, experiences more personal, and relationships more direct with our Salesforce Cloud specialists.

Smart adaption to digital demands increases Laurastar's online sales by 175%

Salesforce CDP: Enabling customer experience transformation

Connected Experiences: Accelerating customer centricity by integrating marketing, commerce and service

Merkle partners with RefugeeForce to support refugees launching their careers in the Salesforce ecosystem

Our partnership with Google

Accelerate your paid media performance by using Google’s full suite of products to integrate your media buying and analytics, across every step of the user journey.

A Hybrid Attribution Solution for Estee Lauder Combining Google and Facebook’s Capabilities

Custom Attribution model increases ROAS by 93% YoY for Scandinavian Airlines

The CX Innovation partner who stands out from the SI crowd

Agile Customer Experience Management "On-Demand"

Knowing the role your brand should play in customers' lives

Stop trying to predict the future of commerce - create it

The Battle For Personalised Loyalty In An Economic Hurricane

Ways of Working

INSIGHTS

WAYS OF WORKING

Establish practices, methods, and approaches to ensure your business conducts operations efficiently. From communication protocols, project management methodologies, decision-making processes, and collaboration frameworks, refining these practices is critical for delivering quality services and fostering a positive work culture for your business.

How can brands credibly shape culture to stay relevant?

Knowing the role your brand should play in customers' lives - TBD

Succeeding in the expectation economy: Brands' triple challenge from consumers, employees and partners - TBD

Case Studies

Who We Are

Ways To Make It Real

1

We Build Bridges.

Deep Integration and Radical Collaboration.

We are the most cross-functional brand in Dentsu International, creating Integrated Experience Design for our clients

2

We are ‘of’ the client.

Client Growth

Our Business Producers (Account Leadership) are charged with growing our clients’ businesses.  They are empowered to unlock  every resource necessary across the wider Dentsu Group to grow our clients’ businesses.

3

We create the never before.

Innovation and Entrepreneurialism.

We have always delivered “The Never Before”, inventing and investing in new pathways to growth for our clients.