Aegis Accelerates Chinese Search Roll-Up, Expands Into 'Second Tier' Markets
Aegis Group this morning unveiled its second significant investment in a digital agency in China this week, announcing a “strategic” stake in Chinese search marketing shop PinZhong (also known as “PZoom”).
Aegis said it acquired an undisclosed share of the agency for $3.74 million, and described it as a “partnership” consistent with its strategy of “acquiring businesses in faster-growing regions and which add digital capability and reach.”
In the case of PZoom, Aegis said the deal would bolster Aegis’ search capabilities in China’s “second tier” cities that would complement Aegis’ iProspect network in China.
On Monday, Aegis acquired a majority stake in Beijing-based Adsit Technology Co. to form iProspect China, a joint venture that would rank as one of China’s biggest search and “intent-based” agency networks.
Aegis said iProspect will form a “trading and development alliance” with PZoom that would expand each organization’s footprint nationally across China.
“By formalizing a partnership with PZoom, Aegis also expects to extend client opportunities to its other global network brands of Carat, Vizeum and Isobar,” the agency said, indicating that the roll-up has implications for more than just pure-play search marketing in one of the world’s fastest-growing markets.
Aegis’ rapid succession of Chinese deals comes as the London-based agency holding company itself is about to be merged into Asia’s largest agency holding company, Tokyo-based Dentsu.
Recent Online Media Daily Articles
-
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ... -
MSN, Newsy Partnership To Debut June 18, 7:40 a.m.
MSN on Tuesday is expected to announce a partnership with mobile-focused video news network Newsy. Similar to ... -
ZO Shaves Global Ad Outlook: Says Internet, Especially Mobile, Will Be Greatest Growth Engines June 18, 7:34 a.m.
The global ad economy now is expected to expand only 3.5% this year, according to the ... -
Google Enhanced Campaigns Increase Cost Per Click June 18, 12:05 a.m.
Search advertisers will need to learn how to compensate for rising costs per click as Google ... -
Publicis Groupe's VivaKi Influences Mass Relevance Social Road Map June 17, 9 p.m.
VivaKi Ventures has gained input into Mass Relevance's product road map to influence features and functions ...
Be the first to comment on "Aegis Accelerates Chinese Search Roll-Up, Expands Into 'Second Tier' Markets"
Leave a Comment