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Dentsu Iberia assures that "it is fine and will not close"Photo by Mario@masalladelcentro BF Madrid on Pexels
Business

Dentsu Iberia assures that "it is fine and will not close"

Eco4 September 2026 at 07:14

The Japanese group Dentsu is planning to close up to 160 international units by 2028, according to the update of its business plan released in mid-August. The idea is to reduce the number of international entities by about 70 to 80 by 2026 and consider an additional reduction of 50 to 80 by 2028. In Portugal, however, the restructuring will not have any impact. Lourenço Thomaz, chief creative officer of Dentsu Iberia, states that "Iberia is fine and not going to close" and that "there will be zero departures of people."

Dentsu Creative Iberia, which brings together operations in Portugal and Spain, was launched at the beginning of 2024 and is led by Portuguese Tomás Froes. The agency has close to 500 employees, 420 in Spain and 70 in Portugal. In Portugal, the restructuring occurred when the agency lost the Meo account to the WPP group at the beginning of the year, which led to the departure of about 10 people. Patrick Stilwell, managing director of the local operation, classifies this situation as "the usual market dynamics."

Lourenço Thomaz says the agency is seen as one of the group's "flagship offices," both in terms of billing and business volume as well as awards won. It is the second most awarded agency at Dentsu, only behind Japan. Patrick Stilwell reinforces that it is "one of the good examples" of the model the group favors, both financially and in terms of integration between business units and quality.

Among the agency's main clients in Portugal are Turismo de Portugal, BPI, Betclic, Recheio, Amanhecer, Volta, CR7, and H3. The Turismo de Portugal account is currently out to tender, with a deadline of September 9. "We are happy with the work we are doing. Happy and eager, it is a very important account for us," comments Lourenço Thomaz.

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