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DMG agencies to rebrand following £2m acquisition of 20:20 London

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By The Drum Team, Editorial

December 14, 2009 | 2 min read

Regional digital agencies are set to rebrand following the acquisition of 20:20 London by the Digital Marketing Group (DMG) in a deal through to be worth around £2million.

The consideration will see the DMG pay an initial £1.5million in cash, £0.25million in shares of the group upon completion of the deal alongside a further £0.25million of shares based upon performance criteria satisfaction.

The London agency has been running for six years having been set up by creative director Peter Riley who will become chief creative officer of the group which will now be known as 20:20.

Over its lifespan, the agency has picked up clients such as BP, EA Sports, Red Bull, Proctor & Gamble and Lotus.

The division is to be the play digital marketing division of the group which includes digital agencies InboxDMG, GraphicoDMG, HyperLaunchDMG, CyberDMG and CheezeDMG. The existing management of these agencies will remain in place and continue to report into the plc's board, although the agencies will be rebranded in early 2010.

The rebrand will mean that the 20:20 Network will include regional agencies formerly known as InboxDMG, GraphicoDMG and HyperlaunchDMG, and a new northern office based in Sheffield.

CyberDMG will now be known as 20:20 Technology while CheezeDMG and JaywingDMG will become 20:20 MediaAnalytics.

JaywingDMG, DigforFireDMG, DemographDMG and GasboxDMG, which focus on data driven marketing services, will also remain unchanged managerially and continue to operate under the DMG brand.

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