Dentsu’s Takeshi Sano outlines execution-first approach to drive transformation

In his first communication as global CEO, Takeshi Sano has set the tone for Dentsu’s next phase, placing execution and transformation at the centre of its global strategy.

Sano underscored the need for the organisation to move beyond vision-led thinking and focus on delivering tangible, measurable outcomes. With the industry being reshaped by generative AI, shifting consumer expectations, and economic uncertainty, he positioned execution as a key differentiator for future success.

The company will continue to build on its ‘Innovating to Impact’ proposition by bringing together creativity, media, data, and technology in a more integrated manner. Sano emphasised that dentsu aims to deepen its role as a growth partner for clients—taking end-to-end responsibility from strategy through to execution and results.

He also pointed to organisational changes designed to improve agility and speed. A simplified global structure, with fewer layers and closer alignment to leadership, is expected to enable quicker decision-making and stronger market responsiveness.

Among the immediate priorities, Sano identified strengthening international business performance while maintaining momentum in Japan. He stressed the importance of tighter integration between dentsu’s domestic and overseas operations to create a more unified global network.

Reinforcing a client-first mindset, Sano highlighted collaboration across capabilities, the use of AI and data, and the fusion of creativity with technology as central to driving sustainable growth and long-term value.