FYI

DAN acquires Vietnam’s ‘largest independent digital media agency’

Dentsu Aegis Network has acquired the Vietnam operations of independent agency Ambient Digital to launch its iProspect brand in the country. DAN claims Ambient Digital is the country’s largest independent digital media agency.

Ambient Digital has expanded to markets across South East Asia including Myanmar, Indonesia, the Philippines, Singapore and most recently Hong Kong, but the non-Vietnam business is not part the acquisition.  

The announcement:

Dentsu Aegis Network has today announced that it has signed an agreement to acquire Ambient Digital Vietnam – the country’s largest independent digital media agency, launching iProspect in the market. The acquisition will add significant scale and capability in integrated digital media, combining Ambient Digital Vietnam’s programmatic ad-tech platforms, digital creative production and social management with iProspect’s global performance and search capabilities. Post-acquisition, Ambient Digital Vietnam will be rebranded as iProspect Vietnam.

Established in 2010, Ambient Digital Vietnam is a full service digital agency with headquarters in Ho Chi Minh City. With 95 employees in Vietnam, it is the largest independent digital media agency and the largest single touch point of local premium inventory with exclusive rich media formats. Its planning and buying teams have established a reputation for delivering excellence across performance KPIs – ranging from audience engagement through to sales – across targeted biddable, programmatic and social. 

Since it was founded, Ambient Digital has expanded across Southeast Asia and, most recently, into Hong Kong. The non-Vietnam businesses are not part of the acquisition and will continue to run independently.

Sanjay Bhasin, CEO of Dentsu Aegis Network Indochina, said: “Dentsu Aegis Network’s acquisition of Ambient Vietnam is the lynchpin in driving towards our strategy to be the leading marketing services group built for the digital economy in the region. They have grown to become the largest independent digital media agency in Vietnam and continue this journey by spearheading the entry of iProspect here. As multi-screen search and performance campaigns become a key focus for advertisers, the launch of iProspect through the Ambient acquisition ensures our clients continue to succeed in the digital space.”

Joanna Catalano, CEO of iProspect APAC, said: “Vietnam is a star amongst the Southeast Asian economies, and as a digital advertising market offers high growth potential. Combining Ambient Digital’s market tailored approach to performance and iProspect’s international experience and clout allows us to create a scaled and highly competitive performance-first full service offering unique to Vietnam. iProspect has a strong presence throughout Southeast Asia, and the addition of Ambient Digital completes the puzzle by launching a strong operation in Vietnam to set us up well to pursue multi-market business in the region.”

Joining the leadership team from Ambient Digital are Thu Nguyen – Founder and Chairman, as CEO of iProspect Vietnam, and Andrew Stephens – Co-founder and CEO, as Chief Growth Officer of iProspect Vietnam. They will report to Sanjay Bhasin, Dentsu Aegis Network Indochina CEO. 

Thu Nguyen, Founder and Chairman of Ambient Digital, and Andrew Stephens, Co-Founder and CEO jointly said: “Dentsu Aegis Network brings to Ambient Digital Vietnam the credibility and gravitas of an international agency group. We have been working closely with Dentsu Aegis Network Vietnam’s agencies for some time and have already seen early successes with this partnership. 

“iProspect’s Vietnam launch is significant as it marks the first entry of a global performance agency in this market. The integration of iProspect’s tools and technology with Ambient’s local knowledge and digital expertise represents a unique and robust offering for Dentsu Aegis’ clients, our clients and the clients we are yet to meet. The evolution of Ambient into iProspect is an exciting opportunity which allows us to bring the most advanced digital solutions to the Vietnam market,” they added.

Source: Dentsu Aegis Network press release

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