Dentsu Aegis Acquires Analytics Shop Cardinal Path

 In Advertising, Digital, International

Dentsu Aegis has acquired digital marketing shop Cardinal Path as it looks to build its performance marketing and analytics offering.

“I want a more scaled, more digitally focused capability in this space, and I want a business that I think fits and is complimentary to the business we already have,” said Robert Horler, U.S. CEO of Dentsu Aegis, which is the name for Dentsu’s operations outside its Japanese headquarters.

For Cardinal Path, it represents an opportunity to grow internationally through the holding company’s global network.

Cardinal Path has “a number of clients who have said to them, ‘If you were a global business and could scale globally, we’d give you other business in other markets,'” said Mr. Horler. “They want to be part of a global opportunity and can only do that in a network.”

Following the acquisition, Cardinal Path President and Co-Founder John Hossack will report jointly into Mr. Horler and Annette Warring, CEO of Dentsu Aegis in Canada.

While Cardinal Path will maintain its brand within the network, it will work closely with media agencies Carat and Vizeum, as well as performance marketing shop iProspect.

The firm’s capabilities – digital analytics, user experience and search and performance – are complimentary to the network’s existing search, data and performance business, but also enhance Dentsu Aegis’ current offering with a digital training function. The shop has been managing Google’s Global Partner Academy, a program that provides training sessions to Google Partner agencies around the world. The shop’s current clients include Intel, Bridgestone, Universal Music Group and Pfizer.

Read the full story on AdAge here