Dentsu Inc.'s overseas headquarters, Dentsu Aegis Network, has agreed to acquire a 60% stake in South African advertising agency Crimson Room Communications Proprietary Limited (Headquarters: Johannesburg, hereinafter "Crimson Room"), a market leader in experiential marketing, from its shareholders.
Experiential marketing is a strategy that enhances consumer awareness and favorability toward a brand through events where products or services can be physically experienced. By boosting engagement on both rational and emotional levels, it encourages positive word-of-mouth (buzz) and social media sharing, creating a virtuous cycle of communication.
Founded in 2005, Crimson Room has focused on this area since its inception. Its various solution initiatives, designed to drive store visits and purchases, have earned high praise from clients.
The Dentsu Group has previously provided advertising communication services in South Africa across mass media, digital, and OOH (out-of-home) through its brands Carat, Vizeum, Isobar, iProspect, and Posterscope. This acquisition adds services in experiential marketing, promotions, and PR, enabling the group to offer a full-service portfolio. Going forward, Crimson Room will be integrated into Posterscope, which specializes in OOH advertising, and will function as the South African base for "psLIVE," the Dentsu Group's global experiential marketing specialist brand.
[Crimson Room Communications Overview]
Company Name: Crimson Room Communications Proprietary Limited
Headquarters Location: Johannesburg, South Africa
Established: August 2005 (Renamed to current name in May 2014)
Shareholder Structure: ・Dentsu Inc. Aegis Network: 60% (post-acquisition)
・Crimson Room Management: 40%
Gross Profit: Approximately ¥180 million (fiscal year ended December 2013)
Representative: Philippa Viljoen (Founder and Creative Director)
Number of Employees: 14
Business Description: Experiential Marketing
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0815-003801.html
