Aegis Group plc (“Aegis”), the marketing communications group, has announced the acquisition of IF, a Malaysian independent full service digital agency. The value of the assets acquired is £0.1m.
Founded in 2002 and headquartered in Kuala Lumpur, IF specialises in creative, multimedia design and build, and online media planning. Its clients include Heineken and Discovery Networks International. IF has a strong creative heritage, with campaign award wins including One Show Interactive in the US, and in the interactive categories of Malaysia’s Kancil Awards. Following the acquisition, the agency will become the first dedicated Malaysian office for the Isobar network, offering digital services to existing Aegis Media clients, and facilitating clients’ access to other Aegis Media network services.
Malaysia’s media spend is still dominated by press and TV, respectively estimated to make up 54.9% and 33.1% of overall advertising expenditure for 2008. Although digital spend is predicted to be just 1.0% this year, it is growing at an estimated rate of 52.0%. As a whole, digital accounts for almost 5% of total ad spend across Asia Pacific.
Commenting on the acquisition, Robert Lerwill, ceo of Aegis, said: “Digital media expertise is gaining in importance in Malaysia, albeit from a small base. And with GDP projected to grow by 5.8% in 2008, there is significant potential for expansion in demand for digital services in the region. IF boosts our digital offering to clients of our established Carat, Vizeum and Posterscope operations in Malaysia, establishing Isobar in the country. It will work alongside our existing digital services across the Isobar network, including iProspect in search.”