Dentsu Aegis strengthens sports marketing presence with Keneo deal

By iSportconnect | September 22, 2016

Dentsu Aegis has expanded its sports marketing arm by acquiring French agency Keneo.

Keneo will become a part of Dentsu Aegis’ lifestyle marketing pillar MKTG, pharmacy ed which has 26 different offices in 19 countries worldwide and has grown rapidly since Dentsu Aegis bought it in 2014 for approximately $52 million. 

While Dentsu is headquartered in London, MKTG has is headquartered in New York. Keneo has its base in Paris, and its clients include the French Football Federation, the upcoming Tokyo Olympics in 2020 and the Paris Olympics in 2024 – truly expanding Dentsu’s global outreach.

“Keneo complements and strengthens an area of expertise already present in Dentsu Aegis Network’s DNA. This is a fantastic opportunity to project ourselves with even greater strength and speed into the sports marketing and communication sector with an agency that has become a reference in the field. The addition of Edouard and Franck to the Board of MKTG is an important asset for our network, and together we will be able to deliver a wide range of sport and entertainment campaigns and enable greater collaboration within our regions,” said Thierry Jadot, CEO of Dentsu Aegis Network France, Benelux and MENA.

Dentsu’s experience includes operational implementation of stadia and arenas, sustainability strategy implementation notably for the UEFA EURO 2016, LED display operations and PR events.

The founder of Keneo, Edward Donnelly and co-founder, Franck Ladouce will remain in control, however, as chief executive and deputy chief executive of MKTG France. They will report directly to Thierry Jadot.

“I am delighted to be joining MKTG and Dentsu Aegis Network. It was an obvious step for us to join an impressive network that shares our values and commitment to being at the forefront of sports marketing and we are delighted to join forces,” said Donnelly.