Dentsu Aegis buys Redder Advertising

Dentsu Aegis Network has acquired Vietnamese creative and digital agency Redder Advertising, which will be rebranded Dentsu Redder.

Set up in 2012, Redder has more than 55 staff in Ho Chi Minh City, and offers creative, brand marketing, consulting, activation and PR services to both global and local clients in Vietnam. The acquisition will bolster Dentsu’s capabilities in the market, with Dentsu Redder working closely with Dentsu Vietnam and Dentsu One, under the restructured Dentsu Brand Agencies remit.

CEO and founder Hung Vo joins the Dentsu leadership team as Dentsu Redder CEO, reporting to DAN Indochina CEO Sanjay Bhasin.

Vo said the deal is “a huge opportunity” to become part of DAN as it has  “a strong legacy of creative offerings based out of Asia”.

Bhasin said Vietnam was “one of the most promising markets” in Asia-Pacific, which drove DAN’s decision to expand. “With a sizeable population of close to 94 million combined with rapid growth and high levels of adoption of media and digitization, the acquisition of Redder is a significant opportunity,” he added.