Grip deal shows Dentsu Aegis serious about diversification

Acquiring the creative agency signals shift for media-focused holdco

Grip Executive TeamToronto-based Grip Limited has been acquired by the Dentsu Aegis Network, a multinational holding company looking to make 2016 a year of transition and growth.

The 150-person Grip will operate among Dentsu Aegis’ “specialist brand” companies, which include 360i, Amnet, ICUC and Amplifi. It’s a relatively small operating unit within the Canadian branch of the London, U.K.-based network that mostly accommodates global agency brands that specialize in one discipline.

Generally, Dentsu Aegis is media-focused in Canada; while it does own DentsuBos and Isobar, the bulk of its staff sit in offices for the Carat, Dentsu Media and Vizeum media agencies. Grip is only its second full-service agency.

Annette Warring, CEO of Dentsu Aegis Network Canada, told Marketing her network seeks to double its headcount by 2018 through smart acquisitions and business development — goals the Grip acquisition was meant to accelerate thanks to its digitally savvy staff and record of strong, award-winning creative work.

Warring said the network is not on a shopping spree and there are currently no more acquisition announcements in the pipeline. But, with two creative agencies now on the roster, Warring said Dentsu Aegis has identified a few key areas to develop next: CRM, experiential and data.

“Data is probably our single-largest and most important focus right now. All aspects of it,” she said. “We want to scale that as fast [and] as effectively as we can.

“We’ve talked to some agencies and we’ll continue to talk to others. But, we’re not aggressively approaching all agencies in a category. We’ve very strategic about it, very mindful, very aware of what we need and don’t believe in wasting people’s time. We don’t just acquire because somebody checks a box or can grow revenue for revenue’s sake.”

Grip will still be led by the existing suite of partners — managing partner Bob Shanks and creative partners David Crichton, David Chiavegato, Rich Pryce-Jones, Randy Stein, Bob Goulart, David Hamilton and Scott Dube — all of whom no longer own stakes in the agency and ultimately report to Warring.

Of key importance to those partners was retention of Grip’s name, structure and culture post-acquisition. While Dentsu Aegis has rebranded acquisitions in the past (such as Spoke in 2014 which merged with and rebranded as Isobar), Grip will not be made a part of DentsuBos or any other existing company.

Shanks told Marketing Grip’s partners liked the holding company’s offer because it would allow them to operate under the existing structure — a relatively large pool of partners without standard titles such as president or chief creative officer. Other benefits included a clear path to growing the business, something many independent agencies seek when entertaining buy-out offers.

“You always have that dream of extending the footprint of the brand outside the country,” Shanks said. “That’s always been a long-term goal of ours. And obviously, we’ve always had an absence of the media discipline; we’ve never felt we were in a position to build-out buying or planning in a way that was unique or different from the current offerings.”

The deal was worked out over approximately six months with help from R&D Venture Partners. It marks yet another large independent agency selling to a multinational organization.

Add a comment

You must be to comment.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update