Dentsu Aegis Network Acquires Digital Agency M8

Move allows iProspect to better target multicultural audiences

L-R: Carlos Cesta, Dentsu Aegis Network, Masako Nagle, Dentsu Aegis Network, Lizette Du Pond, Dentsu Aegis Network, Nick Brien, Dentsu Aegis Network, Claudia Colaferro, Dentsu Aegis Network, John Santiago, M8, Sergio Barrientos, M8, Dave Wein, Dentsu Aegis Network, Philippe Seignol, iProspect

Dentsu Aegis Network announced the acquisition of Miami-based digital and performance marketing agency M8.

Financial terms of the deal were not disclosed.

M8 has an office in Cordoba, Argentina as well as Miami and employs around 84 people between the two offices. The agency provides digital advertising services including digital strategy, creative development, content creation, social media, brand consulting, application development, media distribution and data analytics.

Following the acquisition, M8 will become part of Dentsu Aegis Network’s iProspect, providing a bridge for U.S.-based clients into markets in Latin America while continuing to service Hispanic and multicultural markets in the U.S.

“For Dentsu Aegis Network, adding M8 to the iProspect family vastly expands our performance marketing capabilities and expert talent to reach multicultural audiences in the U.S., as well as Latin America,” Dentsu Aegis Network Latin America CEO Claudia Colaferro. “M8 is without a doubt one of the best independent creative and performance marketing agencies in Miami, and positions us to better address the increasing business challenges our clients face by providing a convergence of solutions.”

M8 founder and CEO John Santiago will continue to serve as the agency’s chief executive following the acquisition.

“Joining Dentsu Aegis Network and iProspect ultimately adds tremendous value to our clients and team, allowing us to stay nimble and creative, maintaining our entrepreneurial spirit while adding scale, expertise and a global footprint,” Santiago said in a statement. “We are excited to join an organization that is inherently progressive, shares common values with our people and teams, and has a proven track record to be the world’s leader in performance marketing for more than a decade.”

“I am delighted to welcome M8 to iProspect. For some time, we have wanted to have a presence in Miami, serving Latin America and the U.S. Hispanic market. I believe we have found the perfect team, who share our vision and passion for great creative marketing and digital performance solution,” added iProspect, Latin America president Philippe Seignol.

iProspect hopes to deliver people-first an data-driven marketing strategies to clients seeking services under a common umbrella of providers, according to Seignol, with the goal to transform businesses and build brands across the U.S. and Latin America.

The move follows Dentsu Aegis Network’s acquisition of San Francisco-based branding and design agency Character in February. Last December, Subway announced it was consolidating North American creative and media with Dentsu Aegis Network. In October, AB InBev named Dentsu agency Vizeum as its U.S. media agency of record and fast food chain Jack In The Box appointed another Dentsu agency, Carat L.A. as its media agency of record.

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