Dentsu Aegis Network has acquired S&E Sponsorship Group in Canada which the agency will use to launch its lifestyle marketing agency MKTG in the region. S&E will be rebranded MKTG Canada. Financial terms of the acquisition were not disclosed.
Dentsu Aegis acquired MKTG in 2014 for approximately $52 million with a plan to craft a new global network brand with MKTG at the core. The move was designed to strengthen DAN’s sports and entertainment, experiential and lifestyle marketing offering worldwide.
Since the acquisition in 2014, MKTG has grown from primarily a US-based agency with long-standing clients such as Diageo and Google to an international brand now present in 20 countries with over 1,400 specialists.
Founded in 2010 and headquartered in Toronto, S&E Sponsorship Group offers an array of services from strategic consulting to activation. Clients include Scotiabank, Canadian Tire, Sport Chek, Boston Pizza, and Molson Coors.
Long-time sponsorship pro Brian Cooper, President and CEO of S&E, will continue to lead the company as it rebrands to MKTG Canada and report to Annette Warring, CEO Dentsu Aegis Canada. Other senior S&E leaders will also continue in their posts including Matthew Logue, COO, and Cori Woolley, SVP.
“Sports and entertainment sponsorship and brand activation are one of the most authentic and influential experiences we can offer to our clients’ consumers,” stated Warring. “We will now do so with best-in-class solutions from the leading player in Canada, S&E.”