Japanese ad marketing giant Dentsu has surprised the advertising industry by announcing a whopping £ 3.2-billion takeover of the UK media planning firm Aegis. The news comes just a few months after Dentsu ended a long-standing relationship with Publicis. The proposed acquisition will allow Dentsu to create “a new global communications network for the digital age”. The move will also pitchfork the Tokyo-based company at the helm in the Asia-Pacific region and make it the second-largest advertising agency in western Europe. Being the biggest deal ever in the 111-year-long history of the company, it will help Dentsu to make significant gains from Aegis’ fast-growing digital business and its long established European network. From an analytical perspective, by acquiring Aegis which has a good presence in the US market as well, Dentsu will be looking to grow its business in northern America but it will have to contend with American biggies like Omnicom and WPP. As a combined group with a huge potential, Dentsu and Aegis will offer integrated solutions and enhanced quality services to its clients. The combination of Dentsu and Aegis will include at least 71 out of the top 100 marketers as clients on a combined basis.
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