Interview v i ew

InterviewInter Realizing A Vision

An Interview with Timothy P. Andree, Chief Executive Officer, Dentsu America, Inc., and Executive Officer, Dentsu Inc.

operations in America have been an enigma backwards from there, while we don’t necessar- for a long time, partly because of our focus on ily believe that television or any medium is the serving Dentsu’s global clients. I am trying to prescribed solution. We consistently start from a establish Dentsu’s reputation as an organization very neutral point. That said, while Dentsu is the with the best talent and an extraordinary com- dominant player in Japan, with more than 30 per- mitment to client service. AdvertisingAge had cent market share, we’re less robust in the United us as the 125th largest advertising agency in the States, but I think the DNA that drives us is the U.S. in 2006, and in 2007, we were listed as same. Everything starts with the client’s need. number 57. So the growth has been good, and Are you pleased with the level of talent the key to it has been the creative reputation you’ve been able to bring into the Dentsu that we’re developing, the changes we’ve made, America organization? and the work we’re producing, which is getting The agency business is almost purely about attention from the creative community and at- talent and how you can build chemistry among tracting new clients across the board. the talent. We had some good building blocks Have the services your clients look for to start with, but we had to recruit on the cre- changed or evolved in recent years? ative side and in the digital area to augment Yes. We’re investing heavily in our in-house the strength that was already here. We’re getting digital and interactive capabilities – the fastest recognized by the industry as a shop that pro- growing part of our business. We have a full- duces great creative. I’ve been fortunate to hire Timothy P. Andree fledged interactive department. Additionally, in some people who could work anywhere and October 2007, we acquired ATTIK, a full-service who have chosen to work at Dentsu America. Editors’ Note Prior to assuming his current agency that has always had very strong digital How much time do you get to spend in post in May 2006, Timothy Andree was Senior and interactive capabilities and a real connec- the field with clients? Vice President, Marketing and Communications, tion with the Generation Y and youth markets. I am in a unique position as a former client for the National Basketball Association. Andree So we’re filling out our portfolio, and I’m still running an agency, and I’m trying to build the had also served as the Vice President of Corporate looking at acquisitions to further develop the kind of agency I always wanted working for me. Communications at BASF, Vice President and capabilities of the organization. So face time without value is a waste. My interac- General Manager of Corporate and Marketing What sort of companies would be con- tion with clients is always intended to be content- Communications for Canon U.S.A., and head of sidered Dentsu America’s target clients? filled. It’s critically important to be engaged in External Affairs for Toyota Motor North America. We have grown our business with our ex- what’s happening to our clients, their business, Andree was drafted by the Chicago Bulls follow- isting clients, and adding more U.S. businesses their sales, and their brands, because what mat- ing graduation, and played professional basket- to our client portfolio has been important to ters here is influence. It’s not about doing news ball overseas for seven years. He is a graduate of us. About 30 percent of our growth has been releases, ads, or Web sites, and it’s not about an the University of Notre Dame. organic. We just became the agency of record interactive marketing program. It’s about moving for ExpressJet Airlines, which is a tremendous their audience to action – selling something to Company Brief Dentsu America (www.­ creative opportunity for us. We work with Sage somebody. My interaction with clients has been dentsuamerica.com) is the fastest-growing ad- Software, a leader in the individual and small critical to understanding how to run the agency vertising agency in the United States, with clients business software category, and we have a won- and to developing a sense for where they’re go- including Canon U.S.A., Toyota Motor North derful creative account with Domaine Chandon ing and what they need before they ask for it. America, ExpressJet Airlines, Bandai Toys, wines. So our clients are both large and small When the opportunity to lead Dentsu Sage Software, and Domaine Chandon. Dentsu companies. We’ll focus on some of the larger America came up, what enticed you to take America is owned by Japan-based Dentsu Inc., marketers out there, particularly those head- on the role? the world’s largest advertising agency brand. quartered in the United States, but at the same I took the job because of three names: Dentsu offers a range of in-house services, from time, we love working for clients that allow us Dentsu, Toyota, and Canon. I had worked at traditional marketing and creative services, to the opportunity to really push the boundaries Canon and Toyota – which are tremendous com- sports marketing, entertainment rights, public and deliver cutting-edge creative. panies and brands – and I was pleased to have relations, digital content, and other communi- Do you coordinate closely with the the opportunity to work with them again. I’m in cations services. global Dentsu organization? the rare position to be the CEO of an agency of Dentsu is 107 years old, and there are things which I was once a client. I know the company, Is the market sufficiently aware of the at the core of our DNA whether I’m in Brussels, and I have tremendous respect for it. I could Dentsu America brand and the strength of Sao Paolo, or Tokyo. We believe in focusing on never understand why Dentsu had never risen its offerings? solutions that help our clients best achieve their to a place of real prominence and significance Dentsu’s awareness is pretty universal objectives. A lot of agencies fall into the trap of in the U.S. advertising market. So I see that as a in advertising and marketing circles, but our first developing a 30-second spot and working tremendous opportunity that is achievable. • 64 Leaders volume 31, number 3