Osaka Expo, Dentsu Projects Accelerated-Will Media Strategy Contract Build Momentum?
On September 4, 2024, the Expo Association announced that it had selected Dentsu as a contract candidate for its media planning business, which aims to improve the favorability of the Osaka Expo. Dentsu has deepened its involvement in the Osaka Expo since its return to bidding in February this year. (Photo: Shiodome Dentsu Head Office Building)
In addition to Dentsu, six of the top 10 companies in the advertising industry by sales participated: Dentsu, ADK Marketing Solutions, Ohiro, Tokyu Agency, Hakuhodo, and Yomiuri Advertising. Dentsu was selected as a candidate for the contract because of its budget allocation for mass media, its acquisition of exposure outside of advertising space, and its synergies with existing Dentsu contracted businesses. Dentsu's proposal amount was 59,981,003 yen against the upper limit of 600 million yen.
Dentsu returned from the bidding suspension in February 2024, and since April, it has been entrusted with a variety of tasks related to building momentum for the Osaka Expo. We will be entrusted with (1) sponsorship recruitment, (2) opening ceremony, (3) ticket sales promotion, (4) six-month advance events, (5) media center management, and (6) media planning for this year, and a total budget of approximately 4.23 billion yen (editorial department survey) will be obtained, and commission income is expected to be generated according to the performance of sponsor recruitment.
As a result, in the first half of fiscal 2024, work related to building momentum before and during the Osaka Expo is accelerating as a "Dentsu project." There are almost no contracts for the Osaka Expo project by other major advertising agencies, and the majority of companies were prohibited from participating in the bidding last fiscal year, so the Osaka Expo is not a profitable public project for major advertising agencies other than Dentsu.
On May 30, 2024, the Mitsubishi Research Institute, which is also a sponsor of the World Expo, announcement The latest survey reveals that a lack of momentum remains an issue. Compared to the previous survey (released in December 2023), interest dropped from 27.4% to 25.6%, and the intention to visit was almost unchanged from 26.9% to 27%. The results indicate that momentum-building activities are not effective.
These surveys were conducted in the second half of FY2023, and the results of the survey after FY2024, when Dentsu returned to operations at the Osaka Expo, have not yet been released.
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Dentsu's Responsibilities through Public Works Contracts: Can We Achieve Momentum Building?
In recent years, in response to the Tokyo Olympics fraud scandal and the Tokyo Metropolitan Government projection mapping scandal, there has been a lot of scrutiny on the "Dentsu project" in which Dentsu is involved. As Dentsu's involvement deepens at the Osaka Expo, it may be recognized as a "Dentsu project" while there are growing concerns about the transparency and fairness of the Expo's operations.
Despite the fact that the government invested more than 4 billion yen in momentum-building budgets before Dentsu's return to bidding, the momentum for the Osaka Expo has not gained any momentum, and the budget is in a situation where it is "scattered in the desert." As long as the public budget is invested, it is necessary to produce results that are commensurate with the budget. It will be interesting to see if Dentsu can regain its credibility and build momentum.
