Dentsu Aegis Network is made up of 10 global network brands: Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands.
Dentsu Aegis set to further deepen footprint in Nigeria with acquisition of ad agency
Mediafuse Densu Aegis Network, one of Nigeria fastest growing communications networks, is set to provoke a disruption in the creative environment in Nigeria with the acquisition of an advertising agency in the country.
The acquisition deal is a joint-venture transaction between Noah’s Ark- an affiliate partner of Dentsu Aegis Network and Mediafuse Dentsu Aegis Network; with the latter being the majority shareholder.
Emeka Okeke, CEO Mediafuse Dentsu Aegis Network has said the landmark deal is in its final stages, as a few paper works are yet to be concluded, but the agency, whose identity he won’t disclose for confidential reasons is already receiving support from Dentsu Aegis.
The transaction signals an aggressive intent by Dentsu Aegis to deepen its footprint in the advertising segment in Nigeria and become a major player like it is already doing in the media and digital space.
The global network already has two creative agencies in Nigeria in its portfolio. They are Isobar, owned 100 percent by Mediafuse Dentsu Aegis Network and Noah’s Ark, an affiliate partner. Then of course a third agency will join the ranks soon when the acquisition is concluded.
“All we are doing is bring the capabilities that we have in Dentsu Aegis Network across the world and take the capabilities that we have in our credible partners- Noah’s Ark, to create a hybrid offering for clients who are unable to access the services of Noah’s Ark and Isobar and create a third force in the industry.
“Noah’s Ark as it is, may not be able to take on all the opportunities either due to conflict. If peradventure Isobar is unable to take it, so there is need for another agency with common interest between the two parties to take it,” Mr. Okeke said.
When consummated, this will be the first acquisition or merger deal in the marketing communications industry in a long time. Over time there has been rumours of possible merger or acquisition between agencies in Nigeria but none has succeeded.
Mediafuse Dentsu Aegis Network growth in Nigeria has been more organic. The agency has relied more on its capabilities across the globe to drive growth and in less than five years has transform from a single agency into a network with 11 subsidiaries.
The network already has a flourishing media portfolios, warehousing some of the country’s lucrative account. Now it seems determined to become a major force in the advertising segment.
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