Dentsu Aegis Network has signed an agreement to acquire a majority share in Fifty Four Media LLP, a media planning and buying company in Kazakhstan.
Post-acquisition, Fifty Four Media will be integrated into Dentsu Aegis Network.
The company was founded in 2011 as the holding company for Quattro Media, TFF-Central Asia and Ex-TV Media Central Asia.
In 2011 TFF-Central Asia began to represent the Carat brand in Kazakhstan and Quattro Media became a Vizeum affiliate.
Led by the senior management team of Alexander Varenitsin, Viktor Yelisseyev and Anvar Moldakhanov, clients include Adidas, Nokia, Philips, Takeda and VimpelCom.
Dentsu Aegis Network, Chief Executive, Russia and CIS, member of the Executive Board Dentsu Aegis Network EMEA, Kirill Matveev said: “The acquisition became a logical step following the established and successful relationship with Fifty Four Media in the Central Asia market. Kazakhstan is an emerging market with high potential and introducing the Dentsu Aegis Network brand in Kazakhstan will expand the geographic presence of our global network, whilst contributing to business growth and development in CIS region”.
"Fifty Four Media is a very high quality agency in an important and growing market. This deal further consolidates our strengthening leadership position in CIS, driven through our impressive management and team in the region", added Dentsu Aegis Network Chief Executive, Americas and EMEA, Nigel Morris (pictured).
Fifty Four Media Chief Executive, Viktor Yelisseyev added “The opportunity to join one of the world's leading communication networks signified an important milestone, for both the rapidly growing market of Kazakhstan and for the media industry across the CIS region. The integration with Dentsu Aegis Network highlights the synergies connecting both businesses through global expertise and local best practices. This is an absolute breakthrough moment in our business development strategy”.
Laura Bracher, London
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