Dentsu Aegis Network acquires Redder Advertising, expands Vietnam market

Dentsu Aegis Network has acquired digital and creative agency Redder Advertising, launching its third Dentsu Brand Agency in the country which will be working alongside Dentsu Vietnam and Dentsu One.Under the acquisition, Redder will be rebranded as Dentsu Redder, adding scale and providing digital and creative capabilities to Dentsu Brand Agencies and the broader business in Vietnam, a priority market in the Asia Pacific region. Huang Vo, CEO of Redder (pictured second from left) will also joining the leadership team. He will report to Sanjay Bhasin, Dentsu Aegis Network Indochina CEO (pictured left) as CEO of Dentsu Redder.According to Bhasin, Vietnam remains one of the “most promising” markets in the Asia Pacific region. With a large population combined with rapid growth and high levels of adoption of media and digitization, the acquisition of Redder is a "significant opportunity". He adds that the company’s strategy is to develop its “cutting-edge service offerings” to ensure it becomes a key player in Vietnam.Established in 2012, Redder has more than 55 employees in Ho Chi Minh City, Vietnam, offering brand marketing, digital advertising, event and activations, consulting and PR offerings to global and local clients.“Redder is a youthful, fast growing agency that is known for its creativity, innovation and client service. Adding a highly energetic, digitally-led brand creative offering like Redder will accelerate our diversity of talents, services, capability and clientele in the market. The founders are very internationally minded with good business acumen and proven success in growing business,” said Dick van Motman, global CEO, creative, Dentsu Aegis Network.Vo said: “To support our expansion plans beyond Vietnam and sustain our trajectory of growth since our founding six years ago, it is a huge opportunity that we get to be part of Dentsu Aegis Network to bring this vision to life. Dentsu Aegis Network brings with it a strong legacy of creative offerings based out of Asia, and its network brands have worked on numerous brilliant campaigns for a vast portfolio of notable clients.”