Vision and Values

Innovating the way brands are built




Dentsu Aegis Network’s vision is ‘Innovating the way brands are built’ and our offering is to be ‘different and better’ in a market defined by Globalisation and Convergence. Globalisation, where advertisers need to evaluate different markets and regions to judge where future growth will come from and prioritise their resources accordingly and Convergence; which has swept away geographic and technological borders. Our vision, ‘Innovating the way brands are built’ unites us as one organisation, focused on delivering first-class results and is underpinned by a clear set of values and behaviours that guide us in everything we do. Sharing the same values and acting as one cohesive organisation will enable us to grow our business globally, by ensuring that our global clients enjoy a consistent experience regardless of the market. Our clients and employees increasingly ask us what we stand for, how we think and what makes us different and better – our values help answer these questions.




Our values define what is important to us and how we do business. They are a shared set of beliefs, which drive our behaviour and bind us together beyond individual brands and geographies. As Dentsu Network and Aegis Media came together to create Dentsu Aegis Network, we engaged with our people to identify the values which made sure we retained the best of our collective heritages, created the opportunities to collaborate with Dentsu Inc. and would be critical to the successful delivery of our new vision.


Our values permeate Dentsu Aegis through our behaviour both as individuals and companies. They determine how we work in partnership and through wider collaboration, how we approach our relationships internally, with existing clients and how we win new business. They also influence the way we hire new people, develop employees, review performance, evaluate reward and achieve promotion.

we need to be nimble, quick and flexible, thinking and acting differently

we’re innovative, risk-taking self starters, building an industry legacy

we have a trail-blazing and inquisitive culture where relentlessness and hunger are rewarded

we take individual and collective responsibility for our thoughts and actions

we work together globally to deliver a consistent brand experience and partner together locally to provide the best client solution