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 re-branded as ‘Digital Republic, Linked By Isobar’ and will offer integrated, digital services across all media disciplines.
The move will see the Dubai-based 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 co-founder, 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.
