Dentsu Aegis Network has bought a majority stake in Crimson Room Communications, a South African experiential marketing and promotions agency.
Established in 2005 by Philippa Viljoen, Crimson Room Communications offers a range of experiential marketing services from strategy development and concept ideation, events management, promotions, public relations and brand activation to execution of the brand experience across a multitude of consumer touch points.
In line with Dentsu Aegis Network’s ongoing investment into the African market, Crimson Room Communications will over time be integrated into Posterscope, establishing psLIVE in South Africa. Crimson Room Communications will continue to be led by founder Phillipa Viljoen, whose expertise has seen this company’s success and expansion grow year on year.
“Dentsu Aegis Network is fully focused on growing psLIVE globally so we are thrilled to have the opportunity to acquire Crimson Room as it will further enhance psLIVE and our ambition of Innovating the way brands are built for our clients,” said Dawn Rowlands, CEO Dentsu Aegis Network Sub-Saharan Africa.
Viljoen said she was excited about what the companies could achieve together. “Our partnership will allow us to provide a broader product offering to our clients and leverage global best practice,” she said. “Crimson Room will continue to serve its clients with the commitment to integrity and excellence that has been built over the years and now with the support and drive of a global partner. We are committed to building on our best-in-class experiential solutions to create the most compelling and comprehensive offering for both current and new customers. I look to the future with great optimism.”
Craig Page-Lee, group managing director of Posterscope Sub-Saharan African, said Crimson Room is an excellent strategic fit with Posterscope’s South African business as the company continued to drive the specialist nature of the out of home media, including ambient and experiential advertising as well as shopper marketing. “Adding this strong proposition to our business will ensure that we provide clients with an end-to-end, one-stop solution to their entire BTL requirements, or in other words, allows our clients to own the entire consumer journey across a multitude of touch points when consumers are out-of-home. I am excited at the prospect of engaging the market with the amazing Crimson Room team as we seek out new opportunities,” he said.
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