Dentsu Aegis Network has made an initial 20% investment into Singapore-based creative agency Mangham Gaxiola.
According to a press statement, the network said that Mangham Gaxiola will help expand the mcgarrybowen brand into Singapore. The agency will be now known as manghamgaxiola mcgarrybowen – A Dentsu Aegis Network Company.
Mangham Gaxiola, a local creative agency is headed by two ex-Ogilvy members. Stephen Mangham, former group chairman of Ogilvy Singapore and Robert Gaxiola, former ECD of Ogilvy Singapore broke off from the agency in 2012. After working together for over six years at the agency, the little shop launched with a huge bang in the local market, starting up with client CIMB Bank. Mangham Gaxiola quickly rose to service international and local brands such as Nivea, Samsung, Subaru, and CIMB Bank in just three years. The agency currently has a staff count of 20.
Following the formation of the new entity, Stephen Mangham and Robert Gaxiola will continue to lead the new agency as joint managing partners of manghamgaxiola mcgarrybowen. They will be working closely with Gordon Bowen, founder, chairman and global chief creative officer of mcgarrybowen. The duo will also be reporting to Rosalynn Tay, CEO of Dentsu Aegis Network Singapore. The duo will also be part of the Dentsu Aegis Network Singapore leadership group.
Mcgarrybowen founder, global chairman and chief creative officer, Gordon Bowen said: “manghamgaxiola has proven its ability to succeed on many of the shared values and founding principles as mcgarrybowen. I greatly admire Stephen and Robert for their strong vision in leading an agency backed by creative prowess, top-notch industry talent, and a challenger-born, steadfast approach to creating transformative business outcomes for their clients.”
In welcoming manghamgaxiola mcgarrybowen, Dick van Motman, chairman and CEO of Dentsu Aegis Network Southeast Asia, added: “Singapore has developed into a truly regional hub where an increasing number of headquarters are being set up by blue chip multinationals. The presence of two world-class, creative agencies like manghamgaxiola mcgarrybowen and Dentsu will expand our creative offering, building on our commitment and footprint in Singapore and across Southeast Asia.”
Stephen Mangham added that with the investment, the agency can now bring its 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.”
Mcgarrybowen’s clients, both global and domestic, include Mondelēz International, Intel, Procter & Gamble, JP Morgan Chase & Co., Disney, and Marriott. Mangham Gaxiola was launched three years ago in Singapore and last year was voted the most desirable independent creative agency in Marketing Magazine’s poll of Singapore-based marketing directors.