Dentsu's 'Innovating to Impact' Global Tagline Marks a New Era of Creativity and Collaboration
Marking a significant milestone in its 120-year history, dentsu recently unveiled a new global tagline and brand identity: 'Innovating to Impact'.
Described by its president and global CEO, Hiroshi Igarashi, as "a bold declaration of our unwavering commitment to innovate in pursuit of outcomes on behalf of our clients", this was delivered through the collaborative efforts of dentsu teams worldwide.
Dentsu Creative Italy’s chief creative officer, Riccardo Fregoso, led the team behind the new tagline and brand manifesto, while Yoshihiro Yagi, Dentsu Inc’s executive creative director (and one of Japan’s most internationally awarded creatives) led a team in Tokyo to create the new design look and feel.
LBB> Where did the idea for the tagline ‘innovating to impact’ come from?
Riccardo> The evolution of One dentsu required a truly global value proposition that would demonstrate dentsu’s position as an integrated growth partner to impact clients and society. For this we needed to land a clear message: Dentsu sits at the cutting edge of the industry, offering new ways of working to generate growth through the power of technology and creativity. "Innovating to Impact" neatly encapsulates this, communicating our promise to always push the boundaries of what's possible to deliver exceptional integrated solutions.
LBB> Can you explain the significance behind the use of lines and dots in the design?
Yagi> There are people, talents, companies, skills, expertise and missions living in different places in the world. The dots represent that.The more of them there are, the greater the probability of innovation. Unexpectedly, they connect and create new relationships. That is what the line represents. In a diverse world, there are possibilities in what you cannot do alone. Dentsu believes so.
LBB> Many people across dentsu contributed to the new design and messaging. How did this process work?
Riccardo> It was a truly collaborative effort, listening to the diverse blend of perspectives and expertise of our teams around the world. We observed how Innovation sits at the core of dentsu’s DNA , and is embedded into our culture globally. "Innovating to Impact" is a powerfully cohesive message, that truthfully represents how we work and what we aspire to.
Yagi> The most impactful and effective design is only possible under the North Star of a laser-sharp insight and vision. For this, my design team was heavily inspired following many discussions with Riccardo’s team. We also benefitted from the cross-cultural feedback of creative teams across dentsu. Our final design is the product of a truly global and collaborative approach - an authentic visual expression of how dentsu is 'Innovating to Impact'.
LBB> Where do you find daily inspiration for the work you do?
Yagi> I am deeply influenced by the rich culture and history of Japan, and the ever-evolving global landscape of technology and creativity. I’m also lucky to work with many talented and passionate people at dentsu. Their dedication to craft, Innovation and excellence are an endless source of inspiration.
Riccardo> My personal passion for photography is a massive influence on my creative vision. Through the lens of my camera I gain a new perspective of the world, and am always inspired by its beauty. I’m also grounded by a background in philosophical studies, while compels me to consider deeper and unexpected human reactions.
To read the manifesto and learn more about dentsu’s new GTM head to, click here.
