Insight-Driven Agency dentsu X Launches in Canada

Dentsu Aegis Network has launched its dentsu X media business in Canada. The agency uses an insight-driven media planning approach which goes beyond consumers' claimed behaviour and aims to understand audiences based on their motivations.

Through bases in Toronto and Montreal, the new agency has a team of 50 Canadian employees, with expertise in data, technology and 'informed creativity'. The team will be led by President of dentsu X Genevieve Guay, who has been with the parent group in Canada for the past fifteen years, in roles including Head of programmatic trading desk Amnet and SVP of the group's investment and media management division Amplifi.

Annette Warring, Chairwoman & CEO, Dentsu Aegis Network Canada, comments: 'I'm thrilled to announce the appointment of Genevieve Guay as President. During her tenure with the network she has been leading dynamic and innovative teams to deliver award-winning client strategies and I look forward to watching her lead her team as they establish and expand the dentsu X brand in Canada'.

Web sites: www.dentsuaegisnetwork.com and www.dxglobal.com .