Aegis Shakes Up Isobar

by , May 20, 2010, 4:34 PM
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Aegis Media on Thursday announced the creation of a new structure for Isobar, which transforms the digital marketing services division into an "agency network."

As such, the new Isobar comprises those companies within the division that currently create communication assets for clients, incorporating creative, planning, technology and data services.

The point of the change was to create a global full-service capability for clients, according to Mark Cranmer -- who will continue in his role as the global CEO of Isobar. Cranmer called the Isobar "a potent challenger network in the dramatically changing industry landscape."

Effective immediately, the operating units within the Isobar agency network will all now incorporate the new Isobar brand identity.

This transition is expected to begin with immediate effect for all existing Isobar branded units, as well as within the network's five key markets: the UK through glue Isobar); the USA and Canada through Isobar North America); Brazil through AgenciaClick Isobar; Greater China through Wwwins Isobar; and France through Isobar France.

Jerry Buhlmann, CEO Aegis Group, said the shift was the result of increasing client demand for integrated campaigns and brand strategies on a global scale.

"The Isobar agency network will enable us to provide more coherent high-quality delivery to our clients throughout the world," Buhlmann said.

At the North America level of the agency, the restructuring involves the complete integration of four separate digital brands -- Ammo Marketing, Freestyle Interactive, Mindblossom and Molecular, Inc. -- into one Isobar North America brand.

In addition, Pedro Cabral, the founder of digital agency AgenciaClick, and chairman of Isobar global, has been named Interim President of Isobar North America. Pedro will be operating out of Isobar's Boston location.

Aegis acquired AgenciaClick in 2007 as part of its Isobar network with offices in Sao Paulo, Rio de Janeiro, Brasilia and Belo Horizonte.

Buhlmann only took on the role of CEO, most recently serving as head of global media operations. He succeeded John Napier, who held the top post in an interim role and remains chairman at the holding company.

Globally, Aegis said Isobar made up 31% of total revenue in 2009. Presently, Isobar clients include Nokia, Coca-Cola, Adidas, Reebok, Bacardi and P&G.

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