Mangham Gaxiola sells minority stake to Dentsu Aegis as McGarryBowen launches in Singapore

Dentsu Aegis leadership team

Yu Lin Loh, Ros Tay, Rob Gaxiola, Stephen Mangham, Dick van Motman

Three years after launching, Singapore independent creative agency Mangham Gaxiola has sold a minority stake to Dentsu Aegis Network.

The agency launched by former Ogilvy colleagues Stephen Mangham and Robert Gaxiola in February 2012 is to become part of the Dentsu Aegis family and launch American agency brand McGarryBowen – which Dentsu bought in 2008 – in Singapore.

The new agency will be officially known as manghamgaxiola mcgarrybowen – A Dentsu Aegis Network Company, and means that DAN now has two creative offerings in Singapore – Dentsu being the other.

Mangham and Gaxiola will retain their roles as joint managing partners and will report to Rosalynn Tay, who was appointed CEO of Dentsu Aegis Singapore after regional boss Dick van Motman finalised his Southeast Asia leadership team in February.

Singapore will be McGarryBowen’s second launch in Asia, having opened a Shanghai office 10 months after Mangham Gaxiola started out in early 2012.

Van Motman said in a press statement: “Singapore has developed into a truly regional hub where an increasing number of headquarters are being set up by blue chip multinationals. The presence of two world-class, creative agencies like manghamgaxiola mcgarrybowen and Dentsu will expand our creative offering, building on our commitment and footprint in Singapore and across Southeast Asia.”

Mangham Gaxiola has had an eventful three years, first winning CIMB Bank business from Ogilvy, and soon after entering a legal wrangle with their former employer for allegedly claiming the account during a non-compete period.

CIMB, which was MG’s largest client, brought its retainer deal to an end in January of this year. MG’s clients have included Jiinzu, Beiersdorf, Greenfields, Samsung and Subaru.

Mangham was group chairman of Ogilvy Singapore for more than six years, and left four months after being posted to Indonesia in August 2011. Gaxiola was Ogilvy Singapore’s executive creative director for two years, and left in July 2011.

Gaxiola told Mumbrella this evening: “We are thrilled about this. This is something we’ve been looking forward to for quite some time. It will give us more resources for our existing clients and it also makes us more competitive overall.”

Mangham added: “Now we can bring our clients not only a partnership with a vision, but the solid backing of one of the strongest networks in Asia. This includes a network of media planning, strategic planning, digital solutions, and creative distribution.

McGarryBowen was founded in 2002 by ex-Y&R president John McGarry, his Y&R chief strategy colleague Stewart Owen, and Gordon Bowen, a former Y&R ECD. The agency has offices in New York, Chicago, London and Düsseldorf, as well as in Shanghai and now Singapore.

Clients include Maserati, Staples, Marriott International, JP Morgan, HP, Chevron, Crayola, Wall Street Journal, Disney, Inbev, Verizon Wireless, Burger King and Sears.

The news emerges at the same time that Dentsu Aegis Network changed the CEO of media agency Carat in Indonesia, and launched media investment arm Amplifi into the market.


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