Marketing Is Merciless, But Dentsu Anime Deal Is Also Very Beautiful

• 4324.T
  -0.84%

Dentsu this morningunveiled a deal with Japanese anime publisher Kodansha Ltd. in the Americas making it the primary agent for brand marketers seeking to tie into its catalogue of anime content.

Titlescovered in the deal include multi–

billion-dollar franchises such as “Attack on Titan,” “Ghost in the Shell,” and “Blue Lock.”

The agreement includes promos,tie-ins, advertising, events and experiential acti

The partnership builds on Dentsu’s already dominant position in anime-related marketing inventory, including its proprietary research, data and identity platform.

“Anime has evolved from a niche to a mainstream cultural phenomenon,”Dentsu Global Integrated Client Partner CarolineHughes stated, adding, “By partnering with Kodansha, we are offering our clients access to some of the most powerful and culturally embedded IP in the anime and manga universe and

enablingbrand-first activations and fan-centric opportunities across the Americas.”

Citing data that the anime market is projected to reach $60 billion by 2030, Dentsu noted that the U.Srepresents nearly $3 billion of the current marketplace.