Dentsu Aegis Network expands digital and creative capabilities in Vietnam with the acquisition of Redder

Dentsu Aegis Network has acquired Redder Advertising Co. Ltd (“Redder”), a leading digital and creative agency, launching its third Dentsu Brand Agency in the country, working alongside Dentsu Vietnam and Dentsu One. Post-acquisition, Redder will be rebranded as Dentsu Redder, adding scale and providing digital and creative capabilities to Dentsu Brand Agencies and the broader business in Vietnam, a priority market in the Asia Pacific region.

Sanjay Bhasin, CEO of Dentsu Aegis Network Indochina (pictured far left), said, “Vietnam remains one of the most promising markets in the Asia Pacific region. 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. As we see the market developing and shifting rapidly towards digital, our strategy is to develop our cutting-edge service offerings to ensure we become a key player in this important market in the future.

“Redder is a highly regarded and dynamic local agency with strong creative & digital capabilities which will support our ambition to build new local and international client relationships. Redder presents an important opportunity to accelerate the transformation of both Dentsu and Dentsu Aegis Network in Vietnam,” he added.

Established in 2012, Redder has more than 55 employees in Ho Chi Minh City, Vietnam, offering brand marketing, digital advertising, event & activations, consulting and PR offerings to global and local clients.

Dick van Motman, Global CEO, Creative, Dentsu Aegis Network, said, “Redder is a youthful, fast growing agency that is known for its creativity, innovation and client service. Adding a highly energetic, digitally led brand creative offering like Redder will accelerate our diversity of talents, services, capability and clientele in the market. The founders are very internationally minded with a good business acumen and proven success in growing business.”

Joining the leadership team from Redder is CEO, Hung Vo (pictured second left), who will report to Bhasin as CEO of Dentsu Redder.

Vo said, “To support our expansion plans beyond Vietnam and sustain our trajectory of growth since our founding six years ago, it is a huge opportunity that we get to be part of Dentsu Aegis Network to bring this vision to life. Dentsu Aegis Network brings with it a strong legacy of creative offerings based out of Asia, and its network brands have worked on numerous brilliant campaigns for a vast portfolio of notable clients. We look forward to continuing our growth and working together to continue creating some magic in the industry.”