Dentsu Aegis Network strengthens its brand experience and activation capabilities in France by acquiring zonefranche

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Dentsu Aegis Network today announces the acquisition of zonefranche, a high performing and fast-growing cross-activation agency in France. With a strong track record in delivering brand activation services, the acquisition of zonefranche will further enhance Dentsu Aegis Network’s existing capabilities in brand experience.

Founded in Paris in 2004 and with a strong team of 40 specialists, zonefranche provides fully integrated communications services, spanning from activation marketing to digital, mobile, social, PRM/CRM and shopper experience. zonefranche’s wide range of high-profile clients include Lesieur, PSA, SEAT, Casinos Barrière, Grand Vision, Total and ClubMed.

Following the acquisition, zonefranche will become part of psLIVE, Dentsu Aegis Network’s global experiential agency, and collectively will form one of the top experience and activation brands in the French market. The combined strength of the two brands will reinforce psLIVE’s capabilities in digital activation, experiential and shopper marketing, whilst also extending Dentsu Aegis Network’s offering in France. During the next 12 months, psLIVE in France will be realigned as MKTG, Dentsu Aegis Network’s lifestyle marketing brand.

Olivier Albert, Managing Director of zonefranche, Sandy Azur and Julien Grollemund, Deputy Managing Directors of zonefranche, will be taking the positions of MD and Deputy MD of psLIVE respectively and will report to Hala Bavière, CEO of Posterscope and psLIVE France. Pierre de Bernardi, President of zonefranche, will take an advisory role.

Thierry Jadot, CEO, Dentsu Aegis Network France, Benelux, Israel and MENA, commented “I’m proud to welcome to Dentsu Aegis Network one of the leading agencies in this market. Over the last decade zonefranche has repeatedly proven its incontestable leadership and we are confident it has the both the culture and the right DNA to integrate with psLIVE France.”

“In a market where experiential marketing has grown 30% from 2013 to 2015, it is essential for us to reinforce our capabilities in this segment,” he added.

Annie Rickard, Global CEO, Posterscope and psLIVE, said “zonefranche takes a more strategic approach to experiential/activation than is often the case, and is focused on results and insights. This is exactly the space we want to be in and so they fit into our strategy perfectly. zonefranche is a very dynamic team, with a strong digital know-how. I am sure all the talents will perfectly integrate psLIVE France to reinforce our brand experience and activation agency.”

Olivier Albert, MD, co-founder of zonefranche, said “We are very excited to join Dentsu Aegis Network, and specifically psLIVE, to strengthen the cross-activation marketing offer. We are proud to integrate such an innovative and ambitious group, with both a local and international influence. In addition to this, we are confident in our choice to join a company with this unique operating model and a growth that outperforms the market in France and worldwide. We are honoured to have the opportunity to benefit from psLIVE’s experience, an agency with strong capabilities to embrace all the marketing services items on the market.”

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For further information contact:

Kirsten Doddy
Global Head of Corporate Communications
Dentsu Aegis Network
T: +44 207 070 7751
Céline Letu-Tortorici
Director of Communications
Dentsu Aegis Network France
T: +33 (0) 1 41 16 53 47

Notes to Editors:

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, 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 123 countries worldwide with over 27,000 dedicated specialists.

About zonefranche

zonefranche is a Paris-based independent agency with more than 10 years’ experience and 40 staff. Lead by five associates, Pierre de Bernardi, Olivier Albert, Sandy Arzur, Eric Nguyen Khac and Julien Grollemund, zonefranche designs and implements innovative cross-activation strategies to engage all types of stakeholders. National & international clients include Casinos Barrière, Total, Seat, Club Med, Générale d’Optique, Grand Vision, Atlantic, Novalac and Dodie.