Dentsu Aegis Network has acquired mobile agency Fetch in a deal estimated to be worth £30m.
The London-headquartered mobile agency, which counts eBay and Hotels.com among its clients, will retain its brand and will continue to be headed by co-founder and chief executive James Connelly along with the existing management team.
Connelly will report to Robert Horler, chief executive officer of Northern Europe, Dentsu Aegis Network.
Horler said: “With consumers increasingly engaging with brands through mobile devices, mobile media has become a critical part of the communication ecosystem and a key driver for business outcomes. Growing our digital profile across all capabilities is one of our five strategic priorities and this deal clearly recognises the potential we see in both Fetch and the wider mobile market.”
Nigel Morris, chief executive officer of Dentsu Aegis Network Americas & EMEA added: “Fetch has a very fast growing agency arm in the US and we are looking forward to adding their unique capabilities within our US operating model and to scaling the business.”
Connelly described the acquisition as the "logical next step" for Fetch, which can help it achieve its ambitions of gorwing and scaling its business globally.
"Dentsu Aegis Network has a proven track record of growing digital businesses and a clear appreciation of the increasing importance of mobile in the media landscape. We are very excited about the opportunity to partner with Dentsu Aegis Network to deliver world-class mobile capabilities on behalf of an increasing number of mobile-focused clients,” he said.
Fetch was founded in 2009 by James Connelly and Declan Reddington and currently employs 96 mobile experts delivering mobile strategy, media, creative and analytics services to a wide range of clients in over 90 countries.
Dentsu Aegis Network owns agencies including Carat, Isobar and iProspect.