Dentsu Aegis Network Folds Fetch Into iProspect to ‘Enhance Both Offerings’

All 70 Fetch employees will become part of the iProspect team

fetch iprospect aegis dentsu network
Dentsu will drop the Fetch brand name.
iProspect, Fetch

Dentsu Aegis Network is folding mobile agency Fetch into global performance marketing agency iProspect at the beginning of October.

“Fetch is a leader in mobile marketing, and the mobile screen is ubiquitous with digital performance,” iProspect U.S. CEO Jeremy Cornfeldt said in a statement. “Digital performance is at the core of what we do, so it made strategic sense to bring Fetch into one unified service offering that will better serve our clients.”

According to a press release, Dentsu Aegis Network will drop the Fetch name and fold the 70 Fetch employees currently working out of its Los Angeles and San Francisco offices into the iProspect team. Fetch’s current client roster includes Epix, Mozilla and the San Francisco Museum of Art.

Gosha Khuchua, managing director and head of Fetch, will serve as senior vice president and managing director, reporting directly to iProspect U.S. president Michael Gullaksen. Fetch executive creative director Octavio Maron will retain the same at iProspect plus a vice president title, reporting to Brittany Richter, senior vice president and head of products and services.

“After examining both businesses over the course of the year, we decided that bringing the two agencies under one roof would only enhance both offerings,”  Cornfeldt explained in a statement. “With Fetch, iProspect gets an additional capability of mobile embedded within the agency. Not only do our clients benefit from this, but Fetch’s former clients will also benefit from iProspect’s wide range of capabilities and expertise.”

Two years ago, Fetch attracted attention when Uber sued its then-agency partner for upwards of $40 million for alleged ad fraud. In June, the rideshare company also sued five mobile ad tech companies, accusing them of billing for ads that were “nonexistent, non-viewable or fraudulent.”

The move comes less than a month after iProspect acquired DTC-focused agency MuteSix. Dentsu Aegis Network acquired digital and performance marketing agency M8 last year, a move it said allowed iProspect to better target multicultural audiences. M8 became part of iProspect after the acquisition.

Earlier this year, iProspect announced leadership changes, with Belle Lenz named as its U.S. chief marketing officer and Joel Grossman chosen as its first-ever chief technology officer.

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