Dentsu Razorfish

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Dentsu Razorfish Inc.
Public KK (TYO: 4324)
Industry Interactive Agency
Founded April 2, 2001
Headquarters Minato, Tokyo, Japan
Key people
Hidetoshi Tokumaru, President & CEO
Products Advertising
Number of employees
Parent Dentsu
Razorfish (Publicis)
Slogan Experience Innovation

Dentsu Razorfish Inc. (株式会社電通レイザーフィッシュ Kabushiki-gaisha Dentsū Razorfish?) is an interactive agency based in Minato, Tokyo, Japan. It was established in 2001 as a joint-venture between Dentsu and Razorfish.[1][2]


Digital Palette Logo 2001-2007
Dentsu Avenue A Razorfish Logo 2007-2008

In April 2001, Digital Palette Inc. the predecessor of Dentsu Razorfish established as a joint venture among Dentsu group, Fuji Xerox, Dai Nippon Printing, Toppan Printing and Kyodo Printing. Reo Watanabe became the first president and CEO. The company started offering integrated management service for digital communication contents.

The company began D-Pro(Digital Professional Service), the on-site stationed services including web production and on-demand printing and moved its head office to Tsukiji 5-6-10, Chuo-Ku, Tokyo in December 2002.[3] One year later, in March 2003, the company is certified as BS7799 (currently known as ISO/IEC27001) compliant, and with ISO14001 compliant in the March 2004. In April 2005, the company merged with R2 Innovation and opens the Kansai office. Later, it formed a business and capital alliance with uhero group in October 2005. and formed business alliance with cyber communications inc in July 2006.[4]

In January 2007, the company formed business and capital alliance with Avenue A | Razorfish (currently known as Razorfish). This resulted in a name change from Digital Palette Inc., to Dentsu | Avenue A | Razorfish in February 2007.[5][6] Later in the year, the company strengthened capital ties with cyber communications inc in July and opens Tokyo Satellite Office in August.

In January 2008, Dentsu | Avenue A | Razorfish renamed to Dentsu Razorfish, and in the following year in November 2009, Hidetoshi Tokumaru became the President and CEO. The company integrated its Tokyo Satellite Office into the head office in August 2010.


The company offers "one-stop business solutions" including strategic planning, web production, creative planning, system development, and consulting services utilizing digital technologies and consolidated marketing solutions in owned, paid and earned media.[7]


Dentsu Razorfish, as the Razorfish's foothold in Japan, collaborates with the sister agencies in other countries on digital marketing support for Japanese clients that aim their business rollouts in foreign markets as well as foreign clients that plan their business development in Japanese market. It is part of Dentsu Digital Holdings (DDH) which manages the Dentsu Digital Fund.


The company claimed expertise is in digital and social media in particular, Facebook marketing in Japan. As part of the Dentsu Group, the company has strong ties with Dentu's Business Intelligence Solutions Division.[8]

The company has a Social Media Marketing team that specializes in social media, especially Facebook marketing. The company has been qualified as a Facebook Preferred Marketing Developer (PMD) in the Facebook Preferred Marketing Developer program on April 18, 2012. Dentsu Razorfish has received the 2 badges- "Pages" and "Apps".[9]

Social Media Marketing Team[edit]

  1. Implementation consulting services, including support for the system architecture for advertisers, formulation of guidelines, etc.
  2. With the focal point using the Facebook platform, the marketing planning and operation structuring, content creation of posts, pages creation in order to acquire fans and increase engagement
  3. Creation of apps that aim to increase contact points and amplify engagement with consumers
  4. Community management to stimulate communication between consumers and companies
  5. PR initiatives and media proposals in conjunction with mass-marketing and offline marketing.[citation needed]


  • Sociobridge
A Facebook CMS Tool developed by the company, launched in October 2011.[10][11]

Hamarikyu Parkside Place Building[edit]

Dentsu Razorfish in Hamarikyu Parkside Place, Minato, Tokyo

The Tokyo office is located on the 14th floor of the Hamarikyu Parkside Place Building which sits aside the Hamarikyu Gardens, formerly the site of a Shogun's vacation home.


External links[edit]

See also[edit]