'Take more risks and embrace new technologies'

Dubai: Advertising firms should stick to their core values of creativity and risk-taking in order to face the challenges created by new technologies, Japanese advertising giant Dentsu's president Tateo Mataki said.

"Change happens faster today than before. While this is challenging, it also offers great opportunities," he said.

One of these opportunities is to "stay true to our core values of creativity and risk-taking," Mataki said.

Widespread use of mobile phones and other handheld devices will push growth in mobile advertising and wireless communications, creating the need for a content that fits the new media, the Dentsu chief said.

In its research Dentsu found that internet advertising sales in Japan surpassed radio advertising in 2004 and grew by 55 per cent last year.

"Our messages have to be marketed as entertainment, not those 30 or 60-second intervals you delete from your favourite show," Mataki said.

Outlining what he described as the Japanese perspective, Mataki said teamwork was critical to Dentsu's success.

"Real teamwork, setting aside individual ambitions and egos to work together, for the greater good of the client is a foundation of our business," he said.

Mataki said Dentsu addresses four key "stakeholders" in doing business: clients, media, consumers and society.

"As a partner in creating value for all stakeholders, Dentsu fulfils an important responsibility that goes far beyond revenues and profits," he said.

The company is increasing its focus more in Asia to match the region's economic expansion.

Meanwhile Dentsu's India-based subsidiary Malcom has set up operations in Dubai, a company spokesman told Gulf News.