NEWS17 August 2012

Aegis shareholders approve Dentsu’s deal


UK/JAPAN — Dentsu has announced that Aegis shareholders have approved its planned £3.16bn acquisition bid and that it has received notice from the German regulatory body Bundeskartellamt that it will not be prohibited legally.

The sale and purchase of Aegis Shares will now complete on Monday. Dentsu will then combine with Aegis to “create a new global communications network for the digital age focused on delivering best-in-class brand, media, digital and marketing services for the combined client base through a fully-integrated social platform.”

Aztec, which Aegis retained following Synovate’s sale, will continue to operate on a standalone basis as a scan-data services business that works with retailers and manufacturers across the grocery, pharmaceutical, mass merchant, and petrol/convenience channels.

Similarly, the Aevolve business will continue to work with the Aegis Media network – Carat, Vizeum, iProspect, Isobar and Posterscope – helping the agencies to exploit data and research to maximise the return from clients’ marketing communication programmes. Both firms will sit under the Dentsu Marketing Insight umbrella. Also included in the deal will be new acquisition marketing effectiveness analytics consultancy Data2Decisions (D2D).

The acquisition remains subject to the satisfaction or waiver of a number of remaining conditions, including receipt of certain anti-trust clearances and the sanction by other international courts and associated reductions in capital. Full completion of the Acquisition is expected to occur in the fourth quarter of 2012.