Dentsu Aegis Network is buying Singapore content marketing firm Novus Group, merging it with John Brown Media.
The new firm will be renamed John Brown Novus once the deal is finalized, and plans to use iProspect’s performance tool Intelligent Content in its work throughout Asia Pacific.
Simon Cholmeley, CEO of Novus, will become the CEO of the newly merged firm. Novus’ COO, Marie Lyte will likewise assume the same role at John Brown Novus, and both will report to DAN North Asia CEO Rob Hughes.
“We have seen a dramatic increase in demand for high-quality content services across the region over the past couple of years,” Cholmeley said in a release. “Novus needed to find a partner with a strong global network who could offer us the infrastructure, expertise and resources to allow us to expand our footprint within the region. John Brown Media is one of the world’s largest content agencies and joining forces represents a significant opportunity to develop the business further.”
Novus has been around since 2009 and now has more than 30 editorial, digital and design staff. It provides multi-platform content for global and regional brands in sectors like health, travel and finance.
“Novus is a great fit with John Brown Media with strong complementary sector expertise,” said Andrew Hirsch, global CEO of John Brown. “Novus follows a set up similar to our model which features end-to-end content services, presenting a natural alignment with our ambition to scale content marketing in the region and lead in this space.”
Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, noted the rising importance of content marketing in a market rife with ad avoidance.
“Content marketing is a fast growing segment and is moving towards the centre of the marketing services spectrum,” Waters said in a release. “As consumers have increasing means of avoiding advertising, content is becoming an increasingly differentiating segment of marketing services and is vital in enabling marketers to get their messages to consumers.”