Dentsu Aegis Network acquires RED establishing RED dentsu X in Norway

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Largest independent agency group in Norway to join dentsu X, advancing the Network’s reach and capabilities in Northern Europe

Dentsu Aegis today announces the acquisition of RED, the largest independent digital agency group in Norway. Pending clearance from the Norwegian Competition Authority, RED will co-brand as dentsu X, launching the brand in Norway. “RED dentsu X” will become the largest of the brand’s offices in Northern Europe, building scale and new capabilities in the region. 

RED is a fast-growing agency and has been Norway’s ‘Agency of the Year” twice in a row. It offers digital advertising services including performance marketing, performance publishing and digital content marketing, data & analytics, media and brand activation. Its team of 100 experts is based in Oslo.

“We are very proud to announce that RED becomes dentsu X in Norway, and the first office in the Nordics.” said Paal Fure, CEO of Dentsu Aegis Network Norway. “This creates the best of both worlds for our clients – a deep understanding of consumers in the region, allied to the scale, technology and expertise of a global network.”

“This is the beginning of an exciting journey, first and foremost for our clients and our expert teams in all five of our RED companies. We will continue to be a market challenger and help our clients achieve their goals”, says Maria Aas-Eng, CEO of RED.

“Dentsu will be our “X-factor”. It’s an important step as we develop our digital transformation capabilities alongside our clients. ” says Nils Røang, Chairman and founder of RED.

RED’s four partners, Maria Aas-Eng, Christian Espeseth, Magnus Strømnes Bøe and Nils Røang will remain in their current roles leading “RED dentsu X”.

The merger is subject to approval by the Norwegian Competition Authority before completion. RED Customer teams and platform independency will remain as before. Together, the merged companies will count almost 350 employees.

Financial terms of the transaction were not disclosed.

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About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.