GroupM agrees to acquire majority stake in digital agency in the Philippines, Indonesia

The deal, which is subject to regulatory approval, is an important one for GroupM, marking its first digital acquisition in either market.

Netbooster Asia, which was founded in 2007, is a digital marketing agency offering media, production and creative services. It employs 110 people across the Philippines and Indonesia, with clients that include Unilever, L’Oreal, Del Monte, Globe, BDO, Wyeth and Intel.

Its unaudited revenues for 2011 were approximately US$2.4 million, with gross assets of around US$2.4 million.

Netbooster will now be rebranded in the Philippines as Movent, while in Indonesia it will be consolidated into GroupM’s digital offering.

GroupM Philippines CEO Manuel P. Quiogue, said he expects that the deal will enable the group’s agencies to integrate clients’ marketing efforts through-the-line with “greater insight, creativity and efficiency” than any other network.

Ed Thesiger, CEO GroupM Indonesia, agreed the pairing will lead to a “significantly more competitive digital offering” through new leadership and enhanced processes and capabilities.

“While the proportion of digital spend in Indonesia is currently single digit, there is no question that digital is where the future growth will come from,” he said. “I strongly believe that we now have the right people on board to help us fully deliver the potential the Indonesian digital landscape has to offer.”