Aegis Group is taking steps to meld some of its digital assets into a global network under the Isobar flag.
Four of its U.S. shops — Web design firm Molecular, creative specialist Freestyle, influencer marketing agency Ammo and digital marketing shop Mindblossom — now form Isobar North America. In the United Kingdom, Glue is becoming Glue Isobar. In Brazil, AgenciaClick is now AgenciaClick Isobar. Wwwins Isobar will be the Asia offering, along with Isobar France for continental Europe.
“What we’ve found as the market has matured [is that] clients are increasingly looking for a global solution,” said Aegis Media North America CEO Nigel Morris (pictured). “We wanted to put more structure into creating Isobar as a global agency brand.”
Pedro Cabral, who serves as chairman of Isobar, is taking over leadership of Isobar North America through the end of the year. Morris said Aegis would look for a permanent leader during that time.
Mark Cranmer continues as global CEO of Isobar. Other members of the worldwide leadership team are Jean Lin, global chief strategy officer; Niku Banaie, global chief innovation officer; and Mark Cridge, global managing director.
Aegis launched Isobar in July 2004. It now comprises 2,000 employees in 30 countries.
The new structure does not include some former Isobar shops. Search specialist iProspect will continue its development as a digital performance-marketing expert. Carat, Vizeum and Posterscope continue as entities under Aegis Media.
Aegis has moved toward converting Isobar from an umbrella unit into an operating company. It combined the agencies’ P&Ls six months ago. It has also worked on building integrated teams to serve clients like Procter & Gamble, Adidas and Nokia.
“A year ago, people were quite hesitant about what it would mean for the particular specialty they’re in,” Morris said. “People have bought into the vision and a genuine communications agency borne out of digital.”