Marketing Report
[Marketing Week] Bob Koigi: Expanding offerings and reach with mergers and acquisitions

[Marketing Week] Bob Koigi: Expanding offerings and reach with mergers and acquisitions

Brands keen on growing their offerings while strengthening clients’ portfolio are going the acquisition and mergers way in what is creating a win-win situation with their rivals.

This, as the market dynamics change and the impacts of COVID-19 continues to be felt across all sectors shaping how businesses will evolve in years to come.

It is a development recently witnessed when Kantar, the global data-driven insights and consulting company acquired MeMo2, the Amsterdam-based cross-media effectiveness tracking specialist.

With a reputation for highly advanced and innovative cross-media research and analytics solutions, the MeMo2 team and portfolio is highly complementary to Kantar’s campaign effectiveness measurement offer.

The acquisition brings approximately 50 specialists into the Kantar team, creating a platform to significantly expand the media effectiveness measurement business in Europe, while bolstering Kantar’s Dutch business with MeMo2’s client roster. 

At the same time, digital communications company, Intracto Group has acquired Belgium-based tech agency Internet Architects

The team of 35 digital experts, excelling in the field of digital strategy, user experience and service design, made the choice to expand its offering for both their own colleagues and their clients.

Intracto Group’s acquisition of Internet Architects is in line with its vision to grow further as an integrated full-service agency that wants to be the partner for its clients, helping them excel in the domains of strategy, creation, content, marketing and technology.

Still on acquisitions and mergers, Swedish gaming and esports entertainment company Modern Times Group MTG AB, MTG, recently completed acquisition of 100 percent of the shares in  tower defense gaming studio and publisher Ninja Kiwi Limited, which was announced through a press release on 24 March 2021.

Since the announcement of the acquisition, Ninja Kiwi has continued to deliver on its strategy, resulting in continued strong performance from the company. In March 2021, Ninja Kiwi's title Bloons TD 6 crossed the threshold of SEK 603 million (NZD 100 million) lifetime revenue.

With its new game Bloons Pop due for imminent release and the long-awaited Battles 2 game releasing in late 2021, the company is set for further growth.

There has also been a lot of activities on the launch side, as brands revise their strategies to tap in to more customers.

VICE Media Group recently launched Waypoint+, a new direct to consumer subscription service delivering additional content to Waypoint’s loyal audience. For a monthly $5 subscription, members will have access to premium gaming coverage from the Waypoint editorial team. 

WPP affiliated Creative Commerce Company VMLY&R COMMERCE also unveiled Muslim Lab, a new data and insights hub which aims to help brands explore and understand the needs, aspirations, and behaviors of Muslim consumers particularly in this part of the region.

Focused on Malaysia and Indonesia, VMLY&R COMMERCE’s Muslim Lab aims to provide brands in the region with a stronger understanding of the countries’ 250m strong Islamic communities, across all market segments,  and Halal product categories.

Creative agency Dept has also partnered with Terra Neutra, an organization that enables businesses and consumers to manage their carbon footprint, to create an e-commerce carbon positivity app.

Dubbed ClearSky, the app is designed to be used in Shopify stores as a way of offsetting a purchased product’s carbon footprint, in addition to the carbon footprint of its delivery which Shopify already enables shoppers to offset. Premium recycled fashion label, BEEN London, is the first brand to integrate the app into its Shopify store.

And World Federation of Advertisers, WFA, is launching the world’s first-ever global census of the marketing and advertising industry, designed to provide hard data on the people who are working in the profession.

The survey will assess where the global advertising and marketing industry is in relation to diversity, equity and inclusion by investigating workforce composition across the industry as well as people’s perception of diversity and inclusion in the workplace, including their sense of belonging and their perception of progress.

On the appointment front, Magna, a division of IPG Mediabrands, has appointed Elijah Harris as its first-ever EVP, Global Digital Partnerships and Media Responsibility.

 In this new role, Harris will be responsible for providing products and services to Mediabrands teams around the globe and lead its relationships as they relate to global digital media platforms and partners.

Dentsu International, the global media and digital marketing communications company, also announced the appointment of Pauline Miller as the company’s first Chief Equity Officer for the EMEA region commencing 1 August.

Reporting to dentsu EMEA CEO Giulio Malegori, Miller will be part of the region’s Leadership Team and responsible for shaping and leading its DEI strategy and execution.

In other news, Paramount+, a direct-to-consumer digital subscription video on-demand and live streaming service from ViacomCBS, has announced it will significantly expand its content offering this summer, starting with the exclusive premiere of the sci-fi action film “Infinite” and introduction of more than 1,000 premium movies this week.

And finally, Spotify and MAGNA have released a study, “Digital Audio Expansiveness: Growing Landscape & Opportunities,” showing how closely podcast listening mirrors television viewing habits.

The growth of digital audio was accelerated in part due to the COVID-19 pandemic with a majority of people (72 percent) reporting screen fatigue and 42 percent citing this as the primary factor in listening to more digital audio content.

Bob Koigi is an editor at Marketing Report EU