Dentsu Aegis buys Dig­i­tal Repub­lic

Campaign Middle East - - FRONT PAGE -

Dentsu Aegis Net­work has ac­quired Egypt’s big­gest and most-awarded in­de­pen­dent agency in a bid to bol­ster its cre­ative out­put.

Dentsu Aegis Net­work has ac­quired Egypt’s big­gest and most-awarded in­de­pen­dent agency in a bid to bol­ster its cre­ative out­put.

The global net­work is to merge its dig­i­tal agency Iso­bar with the Cairo-based Dig­i­tal Repub­lic as it ex­pands its reach across the Mid­dle East and North Africa.

Dig­i­tal Repub­lic, which also has a hub in Dubai, will be re­branded as ‘Dig­i­tal Repub­lic, Linked By Iso­bar’ and will of­fer in­te­grated, dig­i­tal ser­vices across all me­dia dis­ci­plines.

The move will see the Dubaibased Iso­bar team grow by 100 peo­ple, while Cairo will house a cre­ative and tech­nol­ogy hub. Client ser­vic­ing and strat­egy teams will be dis­trib­uted across the re­gion.

Karim Khal­ifa, chief ex­ec­u­tive and Dig­i­tal Repub­lic co­founder, said: “This re­ally is an ex­cit­ing time for our team. Part­ner­ing with the global scale, ex­cep­tional con­sumer in­sight and trad­ing power of Dentsu Aegis Net­work will greatly benefit our ex­ist­ing client base and team, also cre­at­ing a whole host of new op­por­tu­ni­ties for us across MENA. The match with Iso­bar made sense to us be­cause we share the same cul­ture, val­ues and a com­mon pas­sion for tech­nol­ogy and in­no­va­tion.”

Michael Ned­erlof, CEO of Dentsu Aegis Net­work MENA, added: “As a net­work, we are con­stantly striv­ing to meet the de­mands of the mar­ket­place and our clients. In or­der to re­main at the fore­front of the in­dus­try, we must con­tin­u­ously evolve our busi­ness. Our unique op­er­at­ing model dif­fer­en­ti­ates us by of­fer­ing brands a truly holis­tic and in­te­grated full ser­vice agency un­der one roof. We have al­ways been com­mit­ted to build­ing upon our dig­i­tal cre­ative of­fer­ing and by in­te­grat­ing Dig­i­tal Repub­lic into Iso­bar we will be able to de­liver com­pet­i­tive ad­van­tage in the re­gion on a su­pe­rior and broader scale.”

Fol­low­ing its found­ing in Cairo in 2009, Dig­i­tal Repub­lic ex­panded into Dubai in 2012, and from there took home a host of awards at Dubai Lynx, Effies and MENA Cristals.

Its 80-strong team cur­rently serves var­i­ous in­ter­na­tional clients across the re­gion in­clud­ing Unilever, McDon­ald’s, Reckitt Benckiser, Edita, Savola, Frico and more.

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