Dentsu Aegis Network Unveils Strategic Partnership with Rupture Records

Dentsu Aegis Network makes an entry into the digital music advertising scene.

Two weeks ago, Dentsu Aegis Network’s CEO abruptly stepped down.

Jerry Buhlmann had served for nine years as the digital advertising group’s top boss.

Tim Andree, Dentsu Aegis’ Chairman, succeeded him as CEO.  He currently serves in both roles following Buhlmann’s resignation.  Buhlmann now serves as an advisor.

Dentsu Aegis competes with other advertising agencies, including Britain’s WPP and France’s Publicis.  Specifically, on digital platforms, including Facebook and Google.  WPP’s top boss, Martin Sorrell, left the company this year.  To take on newer competitors, WPP merged two key advertising agencies – J Walter Thompson and Wunderman – to form Thompson Wunderman earlier today.

Dentsu, a major Japanese advertising and PR company, bought Aegis Group in 2013 for £3 billion ($3.9 billion).

According to Toshihiro Yamamoto, the parent company’s CEO, Dentsu Aegis has doubled its revenue since the acquisition, from £1.8 billion ($2.3 billion) to £3.6 billion ($4.6 billion).

Now, the digital advertising group has announced a deal to break into music advertising.

Partnering with a Sony Music 360 label.

Dentsu Aegis Network France has signed a strategic partnership with Rupture Records, a French Sony Music label.

Under terms of the deal, the digital advertising group has appointed Alexandre Sap as Chief Luxury and Entertainment Officer.  He’ll develop a vertical cultural marketing offer to Dentsu Aegis.

Sap has previously developed international marketing campaigns for numerous brands.  These include Dom Perignon, Bally, Hermes, Fendi, Mumm, Martell, Perrier-Jouet, Absolut Elyx, Estée Lauder, Swarovski, LVMH, Chanel, Hublot, DKNY, Tommy Hilfiger, and Galeries Lafayette.  In addition, he founded Recall, a record label, as well as agencies The Hours and Forward.

Sap also founded Rupture Records.  He has frequently worked with artists, including Jay-Z and Lady Gaga.  The company has since become a 360 music label, dedicated to emerging artists distributed by Sony.

Sap will use his experience to elevate and create ideas at MKTG, a Dentsu Aegis global lifestyle marketing agency.  He’ll report to Olivier Sebar, Marketing Director at Dentsu Aegis Network France.

More details about the strategic partnership remain unclear.