BrandArena: Dentsu Aegis Network acquires Premier and Adams Media in Ghana

Monday 3 August 2015

Dentsu Aegis Network acquires Premier and Adams Media in Ghana

Dentsu Aegis Network today announces the acquisition of two leading media buying and planning agencies in Ghana, Adams Media Ghana Limited and Premier Media Company GH Limited (“Premier Media”). Adams Media and Premier Media will be rebranded as Carat and Vizeum respectively and collectively form Dentsu Aegis Network locally to become the leading media agency in Ghana, the second largest West African economy.

Continuing its ongoing investment into the African market, Dentsu Aegis Network will be the majority stakeholder with the balance equity being owned by local management.

Established in 2009, Adams Media will be integrated into Carat – Dentsu Aegis’s global media agency – further cementing its existing relationship and success as Carat’s affiliate in the Ghanaian market. With a solid track record for helping clients grow their brands via innovative media ideas using the right media channels, its team of 24 staff members has serviced blue chip clients including Coca-Cola, Microsoft and Philips.

Premier Media was established in 1999 and was the first independent media planning and buying agency in Ghana. Led by CEO Andrew Ackah, Premier Media has 20 full time staff including digital specialists. Post acquisition, Premier Media will be integrated into Vizeum, one of Dentsu Aegis’ eight network brands and recently named as the world’s fastest growing media network by RECMA.

Premier Media was at the forefront of using media planning principles to bring professionalism and efficiency in the media advertising industry in Ghana and has helped deliver cutting-edge media solutions to some of the world’s biggest brands including MTN, Guinness Ghana Brewery Ltd (GGBL), OLX, Cadbury, Shell (Vivo Energy), Colgate and Palmolive. It also serves as a hub for West and Central African countries on specific accounts.

Andrew Ackah, will take the role of CEO for Dentsu Aegis Network in Ghana with responsibility for growing Dentsu Aegis Network’s business and presence locally. Andrew will report into Dawn Rowlands, CEO of Dentsu Aegis Network in South and Sub-Sahara Africa.

“This acquisition is another important step in expanding our growth and breadth in Africa and with Andrew Ackah’s extensive experience and understanding of the media landscape in the market, we are confident that we will see significant expansion,” said Dawn Rowlands, CEO Dentsu Aegis Network SSA. “Both Adams Media and Premier Media’s services are aligned with our vision of innovating the way brands are built, and this acquisition strengthens our desire to significantly increase Dentsu Aegis Network’s contribution locally and regionally.”

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