It's not often that Cairo 360 wades into the increasingly competitive waters of creative agencies, but news has emerged today from one of our frequent collaborators, Digital Republic. The Cairo-based company has revealed that it is to begin a brand new chapter in what is an already illustrious, award-laden existence as one of the top agencies of its kind in Egypt and the Middle East.
Dentsu Aegis Network today announces the acquisition of a majority interest in Digital Republic, one of the largest and most awarded independent creative and full service digital agencies in Egypt. Digital Republic will become part of Dentsu Aegis Network's digital agency Isobar, bolstering the agency's capabilities in the market whilst also extending the network's proposition in the Middle East and North Africa.
Founded in 2009 and headquartered in Cairo, Egypt, Digital Republic quickly developed into an award-winning creative agency, opening a second operation in Dubai in 2012. The agency offers a full suite of integrated creative digital services ranging from content creation, campaign strategy and planning, to digital media planning and buying, social media solutions, technology and gaming development, video production and e-commerce solutions, among others. With a strong team of 80 specialists, Digital Republic services various international clients across the region including Unilever, McDonald's, Reckitt Benckiser, Edita, Savola, Frico and more.
Following the acquisition, Digital Republic will rebrand to "Digital Republic, Linked By Isobar," adding to Isobar's current offering in Dubai and furthering its global network in over 45 markets. Leveraging its combined experience, regional network and resources, the realigned agency will provide clients with a truly integrated full-service digital offering across all media disciplines in MENA. As the two agencies transition towards operating as one brand in the market, the Isobar team will grow to over 100 people with a creative and technology hub in Cairo and client servicing and strategy teams distributed across the region.
"As a network, we are constantly striving to meet the demands of the marketplace and our clients. In order to remain at the forefront of the industry, we must continuously evolve our business," said Michael Nederlof, CEO Dentsu Aegis Network MENA. "Our unique operating model differentiates us by offering brands a truly holistic and integrated full service agency under one roof. We have always been committed to building upon our digital creative offering and by integrating Digital Republic into Isobar we will be able to deliver competitive advantage in the region on a superior and broader scale."
"This really is an exciting time for our team. Partnering with the global scale, exceptional consumer insight and trading power of Dentsu Aegis Network will greatly benefit our existing client base and team, also creating a whole host of new opportunities for us across MENA," said Karim Khalifa, CEO and Co-Founder of Digital Republic. "The match with Isobar made sense to us because we share the same culture, values and a common passion for technology and innovation. We are looking forward to working together across the network to continue delivering unrivaled digital solutions for brands."
Jean Lin, Isobar CEO said: "We are excited to welcome Digital Republic to the Isobar family. Their reputation speaks for itself and I look forward to accelerating our ambition to deliver Ideas Without Limits in the Middle East and North Africa. We continue to invest in emerging markets, having recently extended our footprint to Mexico and Vietnam. This allows us to deliver local expertise supported by the award winning brand-building experience and insight of the global Isobar network. Digital Republic's services are aligned and complementary to Isobar's and will be vital in delivering our Brand Commerce offering."