Dentsu Aegis Network strengthens its position in EMEA by acquiring Fifty Four Media in Kazakhstan
Dentsu Aegis Network, the first truly global communications network for the digital age, today announces that it has signed an agreement to acquire a majority share in Fifty Four Media LLP, a leading media planning and buying company in Kazakhstan. Post acquisition, Fifty Four Media, the holding company for Quattro Media Advertising LLP, TFF-Central Asia LLP and Ex-TV Media Central Asia LLP, will be integrated into Dentsu Aegis Network.
Fifty Four Media is the largest independent company in Kazakhstan and the third largest media group based on billings. Fifty Four Media was founded in 2011 as the holding company for Quattro Media, TFF-Central Asia and Ex-TV Media Central Asia. Quattro Media and TFF-Central Asia are media planning and client servicing agencies founded in 2009 and 2008 respectively, while Ex-TV Media Central Asia has been providing media buying services since 2008. In 2011 TFF-Central Asia began to represent the Carat brand in Kazakhstan and Quattro Media became a Vizeum affiliate.
Led by the senior management team of Alexander Varenitsin, Viktor Yelisseyev and Anvar Moldakhanov, the 47 experts at Fifty Four Media provide full media services to clients such as adidas, Nokia, Philips, Takeda and VimpelCom.
“The acquisition became a logical step following the established and successful relationship with Fifty Four Media in the Central Asia market. Kazakhstan is an emerging market with high potential and introducing the Dentsu Aegis Network brand in Kazakhstan will expand the geographic presence of our global network, whilst contributing to business growth and development in CIS region”, said Kirill Matveev, CEO of Dentsu Aegis Network Russia and CIS, member of the Executive Board Dentsu Aegis Network EMEA.
"Fifty Four Media is a very high quality agency in an important and growing market. This deal further consolidates our strengthening leadership position in CIS, driven through our impressive management and team in the region", continued Nigel Morris, CEO of Dentsu Aegis Network Americas and EMEA.
Viktor Yelisseyev, CEO of Fifty Four Media, added “The opportunity to join one of the world's leading communication networks signified an important milestone, for both the rapidly growing market of Kazakhstan and for the media industry across the CIS region. The integration with Dentsu Aegis Network highlights the synergies connecting both businesses through global expertise and local best practices. This is an absolute breakthrough moment in our business development strategy”.
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Notes to Editors:
About Dentsu Aegis Network
As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Through its eight global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum - and supported by its specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE and 360i - Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in
110 countries worldwide with over 23,000 dedicated specialists.
Fifty Four Media is management company founded in 2011 that coordinates the activities of TFF-CA/Carat Kazakhstan, Quattro Media/Vizeum Kazakhstan, EX-TV Media CA. CEO of Fifty Four Media is Viktor Yelisseyev.
Media agency that provides services in Kazakhstan, Central Asia and the Caucasus since 2008. TFF-CA/Carat expertise includes strategic and tactical planning of advertising campaigns, research and analysis, integrated communication strategies development, media buying and other services. Clients include adidas, Nokia, Oriflame, Philips, MasterCard, Takeda and Richard Bittner AG.
Quattro Media/Vizeum Kazakhstan
Full service media agency that operates in Kazakhstan, Central Asia and the Caucasus since 2008. Its client portfolio includes VimpelCom, Heinz, Nikon and Pegasus.
EX-TV Media CA
Buying media agency that provides services in Kazakhstan, Central Asia and the Caucasus since 2008.