As times change, a variety of changes become evident in the field of advertising. Client advertising needs and consumer access points no longer fit within the traditional mass media framework. Thus, as societies mature, content such as sports and entertainment become an indispensable part of people's cultural lifestyles.
In this environment, Dentsu does not merely utilize content, but continually strives to plan, create and control content. As with crafting major communications, delivering sports, films and music that excite and impress people is also part of Dentsu's innovation.