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Advertising & Marketing

Dentsu Aegis Network strengthens its global content marketing capabilities by acquiring John Brown Media

Dentsu Aegis Network has acquired John Brown Media, one of the world’s leading branded content agencies. John Brown Media’s rich depth of experience in creating and publishing content will enhance Dentsu Aegis Network’s existing content capabilities, creating a highly differentiated and innovative integrated content offering for clients globally.

Established in 1987 and now with more than 225 staff, John Brown Media is headquartered in London and has offices in South Africa, Hong Kong, Boston and Dubai. John Brown Media provides its portfolio of high-profile clients with a range of services including print and digital publishing, content management, website strategy and film production. 

John Brown opened its office in Dubai in March 2013 after signing with supermarket chain, Spinneys, to deliver a print, digital and social content programme celebrating their market excellence. Having worked out of the UK office for Emirates on their in-flight kids’ magazine since 2007 and their ice guides since 2012, John Brown then added Home Centre’s catalogue programme to its client portfolio in 2014. The Dubai office now has 14 members of staff and the business continues to grow, focusing on delivering omni-channel content strategies that combine the science of business, consumer and marketing objectives with the art of editorial intelligence.

Claire England, Regional Director UAE, explains the company’s content approach, “With today’s media landscape becoming increasingly complex brands are constantly challenged in their quest to stand out. The broad application of content throughout a brand’s media ecosystem requires an individualised, insightful content strategy. Not only do we understand the challenges of an increasingly competitive field and the overwhelming proliferation of media channels, platforms and technologies, we also we have decades of experience in creating and harnessing content that delivers real returns. John Brown Media creates the content at the heart of conversations between brands and consumers resulting in tangible rewards for both.”

Following the acquisition, John Brown Media Dubai will retain its brand identity and operate as an external entity from Dentsu Aegis Network MENA. Looking forward, John Brown will primarily work with iProspect, Dentsu Aegis Network’s digital performance agency and Carat’s Content Partnerships team in order to integrate content publishing capabilities into Dentsu Aegis’ offering in the region. 

Speaking of the acquistion, Michael Nederlof, CEO of Dentsu Aegis Network MENA, said “By adding a specialist content agency to the network, we are proving just how much the  lines have become blurred between agency disciplines. Quality content is increasingly rewarded within the media eco-system, particularly within search, and we are very excited to work with John Brown to create differentiated and specialized content solutions for our clients.”

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