Dentsu has acquired a majority interest (60%) in experiential marketing shop Crimson Room Communications, based in Johannesburg, South Africa. Terms were not disclosed.
The deal will expand the holding company’s offering in the rapidly growing South Africa market, where ad spending is projected to grow nearly 20% this year.
According to media agency tracker RECMA, South Africa had approximately $3.2 billion in billings in 2013.
In addition to experiential marketing, Crimson Room offers promotion and PR services. To date Dentsu has not provided any of those services in South Africa, although its agencies Carat, Vizeum, Isobar, iProspect and Posterscope have operated in the country for some time.
Dentsu said Crimson would be integrated into Posterscope, the out-of-home specialist and serve as the group’s experiential marketing brand in South Africa. Crimson will be renamed psLive.
The shop was found in 2005 by Phillippa Viljoen and has executed campaigns for brands including Gucci, Lacoste, Clinique and Virgin Atlantic.