Dentsu Aegis Network has bought Tempero, a UK-based social media management agency. Tempero’s business will become the European arm of ICUC – Dentsu Aegis Network’s existing social media agency.
Bilous says: “This acquisition reinforces ICUC and Dentsu Aegis Network’s leadership position in social media management. Extending into EMEA is critical for business growth and we are very excited about the next steps in realising our global strategy. With brands increasingly needing to protect and manage their business online, the combination of ICUC and Tempero creates a powerful offering for today’s market demands.”
Tempero founder Sparkes, who will become CEO of ICUC EMEA, says: “This is an incredible opportunity to join a thriving business. We are excited to be part of Dentsu Aegis, a strong and growing network that has an outstanding reputation for servicing and building the largest brands in the world.”
Dentsu, until recently a Japan-centric agency-based holding company, has been energised since it acquired media buyer Aegis, mostly, it seems, by Aegis managers. So far it has eschewed agency acquisitions in favour of digital businesses although some industry pundits, most notably WPP’s Sir Martin Sorrell, still expect it to hook up with Interpublic one of these days.
This looks a sensible deal in that Tempero is one of the veterans of the social media business, not just a re-badged group of people who were doing something else. One quibble though: wouldn’t Tempero be a better name for the expanded business than the rather unlovely ICUC?