Multinational media and digital marketing communications firm Dentsu Aegis Network has entered into a definitive agreement to acquire a stake in a leading full service digital marketing agency in Vietnam.
Ho Chi Minh City-based Emerald Co. Ltd. will become a company within Dentsu Aegis Network’s global digital marketing agency, known as Isobar, and will be referred to as “Emerald – Linked by Isobar,” the company said Tuesday on its website.
The acquisition marks Isobar’s debut into the Vietnamese market, while strengthening its network growth in Asia Pacific, according to Dentsu Aegis Network.
Emerald was founded by communication practitioners Denise Thi and Nguyen Khoa Hong Thanh in 2009, and has since grown to a team of over 80 digital marketing experts.
The company boasts a portfolio of many well-known international and local brands such as Adidas, Air France, Vinamilk, and Kaspersky Lab.
Denise Thi will continue as managing director of Emerald, reporting to Toshinori Aoki, CEO, Dentsu Aegis Network Vietnam, whereas Thanh will be the operations director following the acquisition.
“Bringing Emerald into Isobar adds another dimension to our market, leading digital capabilities in Southeast Asia and particularly Vietnam where we see huge potential for digital growth,” said Dick van Motman, chairman and CEO of Dentsu Aegis Network Southeast Asia.
“I look forward to bringing new thinking and expertise into the network to better service our clients’ needs.”
Denise Thi, meanwhile, said the company is “thrilled to join Isobar and the Dentsu Aegis Network family.”
“I’m confident that this partnership will allow us to leverage the global resources and talent of the group to deliver groundbreaking work for our clients,” she added.
Emerald has been an affiliate of Isobar in Vietnam since 2012 and was awarded Campaign Asia’s Vietnam Digital Agency of the Year in 2013.
The acquisition of Emerald will see Dentsu Aegis Network Vietnam grow from 162 staff members to 242 in Ho Chi Minh and Hanoi.
Dentsu Aegis Network is headquartered in London and operates in 110 countries worldwide with over 23,000 dedicated specialists.
The company is a wholly owned subsidiary of Dentsu Inc., an international advertising and public relations company headquartered in Tokyo.
Isobar is a global full service digital marketing agency, driven by the purpose to deliver borderless ideas enabled by technology, to transform businesses and brands.
The company has over 3,700 digital pioneers in 69 offices across 42 markets worldwide.
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