Dentsu Aegis Network acquires majority share of BWM Group in Australia becoming BWM Dentsu

Dentsu Aegis Network today announces the acquisition of 51% of BWM Group in Australia, considerably scaling its creative credentials in the market and further strengthening the already significant Dentsu Aegis Network business in Australia – Asia Pacific’s 3rd largest advertising economy.

The award winning and highly regarded creative agency with over 140 staff across Sydney and Melbourne will change its name to BWM Dentsu and will be the flagship creative agency brand of Dentsu Aegis Network in Australia.

BWM Group founders Rob Belgiovane, Paul Williams and Jamie Mackay (pictured) will all remain in senior executive roles with BWM Dentsu, along with the existing leadership team in Sydney and Melbourne.

The move comes nearly three years after the three partners bought 51% of the BWM agency from troubled holding company Enero, giving them back 100% ownership making BWM once again Australia’s largest independent agency.

Says Nick Waters, Asia Pacific CEO of Dentsu Aegis Network: “We are delighted to bring BWM Group into our company. This is a top quality agency with exceptional creative credentials. It is a major strategic step which adds a highly complementary business to our group in Australia. We have a strong group of market leading agencies in media, performance media, digital marketing, event and sport, and now advertising. By working alongside each other as one cohesive team we have the opportunity to create further advantage for our clients and our business.”

CEO of the BWM Group Paul Williams said joining Dentsu Aegis Network would add enormous depth to the services offered to its clients, making BWM stronger and more competitive than ever.

Says Williams: “Big ideas that get Australians talking and transform and drive companies and brands will always be the core of our business. This partnership allows us the best of both worlds. We continue to manage our business with a strong sense of independence, while leveraging the enormous skills and assets across Dentsu Aegis Network.”

Says Hiroaki Charlie Sano, executive officer of Dentsu Inc. and global brand president of the Dentsu branded agencies within Dentsu Aegis Network: “Dentsu is an agency network with significant creative ambition that has a long standing history and a strong footprint in the Asia Pacific region. With the creation of BWM Dentsu, we can further grow in the Australian market. We’re delighted to announce this important acquisition and to offer our clients a truly seamless service experience in the region.”

Interestingly, Belgiovane (above) has had dealings with Dentsu before, while he was a partner at BAM – which was 100% owned by Dentsu – in the early nineties. Belgiovane told CB it was a great relationship as they let the agency get on with it without interference.

Belgiovane told CB he will also be joining the Dentsu regional creative board which will meet at AdFest in Thailand next month.