Aegis Creates Global Network For Digital Marketing
Aegis Group is in the process of creating a new international media network to integrate its £564 million a year digital and interactive advertising business under a single umbrella brand.
The Isobar network will unify the 18 companies that Aegis has acquired during its push into the digital advertising market. It will operate in 19 countries and will provide service for more than 350 clients worldwide.
Digital media is rapidly becoming a more important part of the marketing mix and Aegis estimates that by 2007 more than half of all media consumption will be digital, including the internet and mobile phones.
Doug Flynn, chief executive of Aegis Group, said, “The creation of Isobar provides us with a platform from which to build our digital business. The market for digital services is at a tipping point with major brands now realising the potential benefits for their business in terms of both brand and response effectiveness.”
He added: “The market is developing so fast that our ability to share ideas, innovations and best practice will ensure that we are best-placed to meet the increasing demand for digital marketing services and deliver the best possible service in this area.”
Isobar Worldwide, headed by Nigel Morris, will focus on providing clients with information on how to manage their digital and one-to one marketing efforts on a global basis. It will handle around $1 billion in advertising spend a year and could produce revenues of more than $100 million for the company.
It is understood that around half of Isobar’s business will involve delivering the internet or interactive component of a ‘total communications solution’ for clients of other Aegis networks, which include Carat, Vizeum, Posterscope and Synovate.
A number of UK media agencies have been responding to the increasing role of new media in the marketing mix. Earlier this year the Starcom UK Group merged its existing digital operations to create a new division dedicated to putting new media at heart of the communications planning process (see Starcom UK Launches Dedicated Digital Division).
Aegis Group: 020 7070 7700 www.aegisplc.com
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