Dentsu Aegis Network makes acquisition in luxury sector

Dentsu Aegis Network has acquired SAME SAME but different, a global creative agency headquartered in France.

SAME SAME but different will become part of Dentsu Aegis’s global creative advertising agency network, mcgarrybowen. The acquisition marks mcgarrybowen’s first venture into France, and the establishment of the agency’s luxury brands practice, known as mcgarrybowen luxury.

The deal also further positions Dentsu Aegis Network as a full-service communications agency in France.

Founded in 2009, SAME SAME but different specialises in strategy and creative advertising with offices in Paris, Shanghai, New York and Hong Kong. The strong team of 150 specialists dedicated to the luxury industry and premium brands offers a different perspective on the definition and implementation of digital brand environments. The agency has worked with brands such as Louis Vuitton, Van Cleef & Arpels, Piaget, Coach, Bonpoint, Chow Sang Sang, L’OrĂ©al, Printemps, and AĂ©roports de Paris.

Michel Campan, current CEO & Founder of SAME SAME but different, will become CEO of mcgarrybowen luxury, reporting directly to Thierry Jadot, CEO Dentsu Aegis Network France, Benelux, MENA and Israel.

The acquisition is part of mcgarrybowen’s strategy to expand its client offering by launching new offices in the top creative talent centres of the world. SAME SAME but different joins mcgarrybowen’s growing international network, which currently includes offices in London, Shanghai, Singapore, and São Paulo, in addition to its US offices in New York, Chicago, San Francisco, and a multicultural offering in San Antonio, Texas.

“SAME SAME but different’s luxury brand expertise is highly renowned and Michel Campan is a strong and recognised leader in this industry. This is a great opportunity for Dentsu Aegis Network, both in terms of additional expertise for the mcgarrybowen network as well as luxury industry leadership. The Same Same business model is perfectly suited for premium brands that operate globally,” said Thierry Jadot, CEO, Dentsu Aegis Network France, Benelux, Israel and MENA.

Gordon Bowen, mcgarrybowen’s founder and global chairman said: “This new offering will allow us to provide clients with deep expertise and ahead-of-the-market insights into the luxury sector. We enthusiastically welcome the SAME SAME team into our global family.”

Most recently in Singapore, Dentsu Aegis Network 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.



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