Dentsu Aegis Network is the umbrella for all international operations of Japanese market giant Dentsu. It was formed in Spring 2013 from the merger of the existing Dentsu Network entity with newly acquired UK-based marketing group Aegis plc, whose biggest subsidiary was the worldwide media network Carat. Uniquely among the top tier of marketing companies, Aegis had for almost its entire history had no traditional advertising network within its portfolio, operating instead as a media independent organisation. Nevertheless, the group built up a collection of other interests over the years including the digital network Isobar and market researcher Synovate (later sold), as well as second-string media agency Vizeum. Its effective independence made the group a prime candidate for takeover from 2005 onwards. Several bidders made formal or informal offers, but the most persistent suitor was Vincent Bolloré, chairman of rival group Havas, who became the biggest shareholder in Aegis, with the unspoken goal of encouraging a merger of the two groups. However, his repeated attempts to win a seat on the Aegis board were rebuffed, and he eventually abandoned the idea of combining Aegis and Havas in 2011. Instead, the following year, Bolloré gave his support to a proposed takeover of Aegis by Dentsu for up to £3.2bn (approx $5bn).
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Dentsu Aegis Network
Recent stories from Adbrands Weekly Update. (See Adbrands Account Assignments for all account moves)
Adbrands Daily Update 6th Jun 2019: Dentsu Aegis Network introduced its Dentsu x brand to the UK for the first time with the merger of three of its smaller local outposts. The three units combining are mobile agency Fetch, social specialist ICUC and the UK arm of US digital powerhouse 360i. Fetch's Patrick Affleck will lead the combined entity.
Adbrands Daily Update 18th Feb 2019: This week's addition to the expanding Dentsu Aegis global portfolio is Manchester-based creative agency BJL. It's one of the leading integrated agencies in the North of England, offering a broad range of services including brand strategy, advertising, content production, PR, social media and CRM. Turnover for 2017 was £7m.
Adbrands Weekly Update 15th Nov 2018: It was a big week for personnel changes in adland. Perhaps the most notable was the resignation of Dentsu Aegis Network CEO Jerry Buhlmann. He will continue to serve as a special advisor for the remainder of his contract into 2019, but his executive duties will be assumed by DAN chairman and Dentsu EVP Tim Andree. Buhlmann's future plans were not disclosed, but he departs on a high. Dentsu reported excellent results for 3Q, underpinned by the DAN division.
Adbrands Weekly Update 30th Aug 2018: Havas Media's US office took a heavy blow with the loss of LVMH's local business to a newly created entity within Dentsu Aegis Network. With annual billings of around $400m on brands including Dior Parfums, Louis Vuitton, Hennessy and Bulgari, it has been one of Havas Media's top three or four local accounts. Havas Media continues to work for the luxury giant in other markets.
Adbrands Weekly Update 21st Dec 2017: Jaguar Land Rover is said to be in final negotiations to transfer its global media account to Dentsu Aegis Network, after 17 years at Mindshare. However, also this week, Microsoft called a closed contest for media planning and buying putting incumbent Carat up against Interpublic's UM and Initiative networks, from whom the business was poached three years ago. DAN is already defending reviews of global Adidas and Mondelez North America. Separately, the groupsnapped up technology media agency DWA, appointed only last week as Cisco Systems' new global media shop. The agency has become a division of DAN's data and CRM network Merkle.
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