CHINA

Dentsu Aegis Network Strengthens Creative Capabilities By Acquiring Luxury Experts SAME SAME But Different

15 Dec 2015

Dentsu Aegis Network today announces the acquisition of SAME SAME but different, a high performing and fast-growing global creative agency headquartered in Paris, France. SAME SAME but different will become part of Dentsu Aegis’s global creative advertising agency network, mcgarrybowen. The acquisition marks mcgarrybowen’s first venture into France, and the establishment of the agency’s luxury brands practice, known as mcgarrybowen luxury. The deal also further positions Dentsu Aegis Network as a full-service communications agency in France.

Founded in Paris in 2009, SAME SAME but different specialises in strategy and creative advertising with offices in Paris, Shanghai, New York and Hong Kong. The strong team of 150 specialists dedicated to the luxury industry and premium brands offers a different perspective on the definition and implementation of digital brand environments. Same Same but different’s experienced management team have successfully expanded the business and attracted some of the most prestigious clients in the luxury and premium sector including Louis Vuitton, Van Cleef & Arpels, Piaget, Coach, Bonpoint, Chow Sang Sang, L’Oréal, Printemps, and Aéroports de Paris.

Michel Campan, current CEO & founder of SAME SAME but different, will become CEO of mcgarrybowen luxury, reporting directly to Thierry Jadot, CEO Dentsu Aegis Network France, Benelux, MENA and Israel.

The acquisition is part of mcgarrybowen’s strategy to expand its client offering by launching new offices in the top creative talent centres of the world. SAME SAME but different joins mcgarrybowen’s growing international network, which currently includes offices in London, Shanghai, Singapore, and São Paulo, in addition to its U.S. offices in New York, Chicago, San Francisco, and a multicultural offering in San Antonio, Texas. The Shanghai office for Same Same but different will report to Phil Teeman, Group Managing Director Dentsu Aegis Network China.

“SAME SAME but different’s luxury brand expertise is highly renowned and Michel Campan is a strong and recognised leader in this industry. This is a great opportunity for Dentsu Aegis Network, both in terms of additional expertise for the mcgarrybowen network as well as luxury industry leadership. The Same Same business model is perfectly suited for premium brands that operate globally. I’m proud and happy to welcome SAME SAME’s team and the creation of mcgarrybowen in France,” said Thierry Jadot, CEO, Dentsu Aegis Network France, Benelux, Israel and MENA.

Added Gordon Bowen, mcgarrybowen’s Founder and Global Chairman: “The SAME SAME agency and its leadership are an impressive team. The company has a remarkable growth story fueled by superior capabilities and a strong record of memorable work for iconic brands. This new offering will allow us to provide clients with deep expertise and ahead-of-the-market insights into the luxury sector. We enthusiastically welcome the launch of mcgarrybowen in France.”

“We welcome SAME SAME but different to Dentsu Aegis Network China. The acquisition not only strengthens our brand portfolio but also adds great value to our growing client offering,” said Phil Teeman, Group Managing Director Dentsu Aegis Network China, “Their expertise in creative and luxury brand management will be a strong addition to the business in China - the world’s biggest luxury market. We look forward to collaborating with this new market leading brand to continue delivering cutting-edge services to our clients.”

Michel Campan, President SAME SAME but different, said: “We are very excited and delighted to join Dentsu Aegis Network, and specifically to launch mcgarrybowen luxury. We have loved mcgarrybowen’s story and our integration to this network seemed pretty obvious as we share the same goals and values. We are proud to integrate with such an innovative, creative and outperforming group, with a strong international scope backed by a powerful media and communications network. We are confident this acquisition will give our new entity a decisive competitive advantage in the market and abroad.”


–ENDS –

For further information contact
Peirong Yang
Corporate Communications Manager
Dentsu Aegis Network China
T: (021) 33350888*6837
E: Peirong.Yang@dentsuaegis.com

Crystal Zhang
Corporate Communications Manager
Dentsu Aegis Network China
T: (021) 33350888*6873
E: Ye.Zhang@dentsuaegis.com

Notes to Editors:
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 123 countries worldwide with over 27,000 dedicated specialists. www.dentsuaegisnetwork.com

About SAME SAME but different
SAME SAME but different is a communication & advertising agency which was formed in 2009 and is dedicated to the luxury industry and premium brands. The agency offers a different perspective on the definition and implementation of digital brand environments. Despite only really being in start-up mode SAME SAME but different already is considered to be a significant challenger and is disrupting the market. In parallel with growing the business in France, the agency open in Shanghai directly after its creation working on digital projects for French entities as well as for international groups in the Chinese market. Encouraged by its clients, the agency opened with success an office in Hong Kong and New York in September 2013. These international implementations are the foundation of a potential multi-sector international presence.

About mcgarrybowen
mcgarrybowen is a global, full-service, integrated marketing communications agency network headquartered in New York, with offices in Chicago, San Francisco, San Antonio, London, Shanghai, São Paulo, Singapore, and Paris. Part of the Dentsu Aegis Network, the Agency was founded in 2002 on a simple request to clients: “Give us your biggest challenge.” Over the decade since, mcgarrybowen has grown to become one of the most successful agency start-ups ever, earning “Agency of the Year” honors from Advertising Age in 2009 and again from both Ad Age and Adweek in 2011. Famous for big organizing ideas and “work that works,” mcgarrybowen counts some of the world’s most iconic companies as its clients, including Intel, Procter & Gamble, Disney, Dr Pepper Snapple Group, The Kraft Heinz Company, Mondelēz International, Marriott, United Airlines, Chevron, Northrop Grumman, Staples, and Crayola. www.mcgarrybowen.com