Dentsu Aegis Network acquires Soap Creative in Australia

Dentsu Aegis Network has acquired Soap Creative, a digital creative agency in Australia.The acquisition boosts the network’s size and scale in the digital creative sector, while adding expertise in gaming along with innovation, technology and social.Soap Creative and Soap Mobile Games Studio (SMG), comprising of 50 staff, will become a company within Isobar, Dentsu Aegis Network’s global digital marketing agency. They will be referred to as “Soap – Linked by Isobar”.Soap Creative founders Ashley Ringrose (pictured left) and Bradley Eldridge (pictured right) will remain with the business and will report to Konrad Spilva, Isobar managing director, Australia & New Zealand. They will also be working with the other 25 agency brands within Dentsu Aegis Network locally.Luke Littlefield, CEO of Dentsu Aegis Network Australia & New Zealand, said that the acquisition supports the company’s strategic development and helps to diversify its services in the digital creative space.Ringrose said the decision to join Dentsu Aegis Network over other global groups was driven by several factors.He said: “We wanted to join people who had the same entrepreneurial spirit and focus on innovation as us.  Dentsu Aegis Network’s various agency businesses, and the opportunity to work closely together with them, was also instrumental in the decision.”