Dentsu Aegis Network invests in Singapore creative shop

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(L-R) Yu Lin Loh, account director ManghamGaxiola McGarryBowen; Rosalynn Tay, CEO Dentsu Aegis Network Singapore; Robert Gaxiola, executive creative director and principle partner ManghamGaxiola McGarryBowen; Stephen Mangham, CEO and principle partne
(L-R) Yu Lin Loh, account director ManghamGaxiola McGarryBowen; Rosalynn Tay, CEO Dentsu Aegis Network Singapore; Robert Gaxiola, executive creative director and principle partner ManghamGaxiola McGarryBowen; Stephen Mangham, CEO and principle partne

The deal with ManghamGaxiola brings the McGarryBowen brand to Southeast Asia

SINGAPORE — Dentsu Aegis Network has acquired a stake in Singapore-based creative agency ManghamGaxiola, expanding its creative offering and bringing the McGarryBowen brand to Southeast Asia.

The details of the investment are undisclosed, but under the deal the agency will become ManghamGaxiola McGarryBowen, and forms a new company under Dentsu Aegis Network.

Stephen Mangham, former group chairman of Ogilvy Singapore, and Robert Gaxiola, former executive creative director at the same agency, founded ManghamGaxiola in Singapore in 2012. The agency currently has just under 20 employees.

Mangham and Gaxiola will continue to lead the new agency as joint managing partners, working closely with Gordon Bowen, founder, chairman and global chief creative officer of McGarryBowen.

McGarryBowen, a creative agency headquartered in New York, currently has offices in Chicago, London, Shanghai and Sao Paulo. The agency’s global and domestic clients include Mondelez International, Intel, Procter & Gamble, Disney, and Marriott.

Dick van Motman, chairman and CEO of Dentsu Southeast Asia said the investment in ManghamGaxiola would expand Dentsu’s creative offering in the region. The network already has one creative shop in the market, with Dentsu Singapore. Van Motham added that the McGarryBowen branded offering would add an international element to the existing DAN offering in Singapore.

"Singapore has developed into a truly regional hub where an increasing number of headquarters are being set up by blue-chip multinationals," van Motman said in a press release. "The presence of two world-class creative agencies like ManghamGaxiola McGarryBowen and Dentsu will expand our creative offering, to build on our commitment and footprint in Singapore and across Southeast Asia."

Commenting on the move, Mangham said: "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."

The move follows a flurry of investments by DAN, which continues to expand its offerings across the region.

Last week, the network announced the rebrand of Mitchells, to Dentsu Mitchell Media, launching Dentsu media brand in Australia. Earlier this year, Dentsu announced the acquisition of a majority stake in the BWM Group, creating BWM Dentsu, and forming the flagship creative agency brand of Dentsu in Australia.

This article first appeared on campaignasia.com.