Dentsu buys 95% stake in Swedish analytics co Outfox Intelligence

MUMBAI: Dentsu, Inc. has announced that its global business headquarters Dentsu Aegis Network has reached an agreement to acquire a 95 per cent stake in Outfox Intelligence AB, an analytics and conversion optimization company in Sweden. The agreement also gives the Dentsu Group the option to make Outfox a wholly-owned subsidiary.

Established in 2010 in Stockholm, Sweden, Outfox comprises 14 top class consultants, including its two founders, and has steadily improved business performance since its establishment. In addition to being authorized as a Google Analytics Certified partner and a leading sales and service partner for Google Analytics 360 Suite1, Outfox is also a certified partner of Optimizely, earning a strong reputation as the largest corporate authorized reseller in the Nordic region.

Following the acquisition, Outfox will be integrated into iProspect, one of the Dentsu Group's global network brands2 with strengths in the digital performance domain. With this new acquisition the Dentsu Group will deepen the collaborative relationship with Amnet, which provides trading desk services delivering more timely digital advertising to more accurate targets, heightening the synergy effects within the Group in the Nordic region.

The impact of this transaction on Dentsu's consolidated financial results for the fiscal year ending 31 December, 2017 is expected to be minimal.

1. Google Analytics 360 Suite is a comprehensive service providing data collection and analysis, decision-making and actions that can be utilised through a Google Analytics 360 certified reseller or by directly contracting with Google. All certified resellers meet stringent requirements, providing the same services as when used directly from Google. In Japan, seven companies, including Dentsu Digital, are authorised resellers.

2. Dentsu Aegis Networkm the Dentsu Group's global business headquarters based in London, is expanding the Group's business worldwide through ten global network brands--Carat, Dentsu (Dentsu Brand Agencies), Dentsu media, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum--as well as through several specialist/multi-market brands.

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