Dentsu Aegis Network

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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

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Adbrands Daily Update 22nd Jul 2019: Dentsu is planning to unite its Japanese and international structures from the beginning of 2020 under the main corporate brand. That will result in the elimination of the Dentsu Aegis Network name in favour of a single unified Dentsu brand. The merger of the two businesses is also expected to result in redundancies. Dentsu has yet to confirm that it will phase out the Aegis name, but told Campaign "The focus today is not on the name, but on the action of bringing the Dentsu Aegis Network and Dentsu businesses closer together. This is a natural evolution in order to deliver long-term sustainable growth, built around our shared passion for client-centricity, innovation and creativity."

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.

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