Japanese network buys FoxP2 advertising agency

Dentsu Aegis and its empowerment trust will acquire a majority stake subject to approval from SA’s competition regulators.

Subject to approval from SA’s competition regulators, Dentsu Aegis and its empowerment trust will acquire a majority stake in FoxP2, which has a reputation as one of SA’s most creative agencies. Its clients include Hyundai, Budget Insurance, Mugg & Bean, FNB and Stanlib.

Agency MD Charl Thom said he and the 12-year-old agency’s other founding shareholders — Andrew Whitehouse, Justin Gomes and Grant Jacobsen — would remain investors and had no plans to leave.

Dentsu Aegis, a media and digital marketing communications company, is a wholly owned subsidiary of Japanese advertising and public relations firm Dentsu. Its companies in SA include the Carat and Vizeum media-strategy agencies and Posterscope out-of-home communications agency.

Several foreign networks are known to have approached FoxP2 down the years. Thom said carrots in the agreed deal included FoxP2’s status as the only creative advertising agency in Dentsu Aegis’s South African network and access to the new parent’s media thinking, data analytics, experiential marketing background, digital resources and social media skills.

Read the rest of the press release here

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