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Upbeat with '16 billing, Dentsu Aegis aims to be No. 2 in '17

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MUMBAI: Large account wins and a number of acquisitions in creative, digital and PR segments, Dentsu Aegis Network is on a roll with an approximate 2016 billing of Rs 4,500 crore.

Dentsu Aegis Network South Asia chairman and chief executive Ashish Bhasin is upbeat about his target of dislodging IPG from the number two spot by 2017. Industry experts however believed that while Dentsu could be on a growth path, overtaking IPG might be a distant dream.

DAN has managed to beat British and American advertising conglomerates such as WPP and IPG in rapid acquisition. Now, its real challenge will be to ensure integration of acquired companies in its network.

Dileep Cherian-owned Perfect Relations was acquired by DAN last September for an estimated Rs 200-250 crore, followed by creative marketing agency Happy Creative acquisition for an estimated Rs 300 crore followed by experiential design studio Fractal Ink purchase for Rs 250 crore. DAN earlier acquired Milestone Brandcom, WAT Consult, Fountainhead-MKTG, Webchutney and Taproot.

Bhasin hoped that that 50 per cent growth would come from acquired businesses.

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