Dentsu Inc. is set to appoint Executive Vice President Tatsuyoshi Takashima as president of Japan's biggest advertising agency, while the current president, Tateo Mataki, will become chairman, company sources said Saturday.
Dentsu's board is expected to decide on the promotion after its shareholders' meeting in June.
Takashima, 63, who has mainly taken charge of business with newspapers and has served as chief of the media content section, is known for his knowledge of the media industry.
He is expected to accelerate a shift in Dentsu's business base from newspapers and television to relatively new media such as the Internet by continuing the efforts of Mataki, who aggressively concluded capital and operational tieups with startup companies specializing in Net advertising.
Takashima became an executive vice president in June 2004 after assuming the posts of executive director, managing director and senior managing director.