Media Buying Briefing: Dentsu’s new CEO on how he’s going to grow the business again

February 23, 2026 - 12:25

Takeshi Sano has assumed the role of global CEO at Dentsu, signaling a strategic shift for the advertising holding company. Sano brings a distinctly more outgoing and worldly approach to leadership, aiming to reinvigorate the business and return it to a path of expansion.

His vision moves beyond traditional internal restructuring, emphasizing external engagement and global market dynamics. This outward focus is expected to reshape how the Japan-owned network collaborates with clients and navigates the complex international advertising landscape. Sano's leadership style contrasts with more insular models, prioritizing adaptability and a deeper connection to worldwide cultural and commercial trends.

Industry observers note that his appointment comes at a critical time as agencies grapple with evolving media consumption and tightening budgets. Sano's mandate is clear: to streamline operations while fostering innovation and client partnerships that drive measurable results. The success of his strategy will hinge on unifying Dentsu's diverse agencies under a cohesive, forward-looking vision that resonates across all regions. The global advertising community is watching closely to see how this renewed perspective will translate into competitive advantage and sustainable growth for one of the industry's largest players.