Dentsu Aegis Network acquires majority stake in South African experiential marketing agency Crimson Room Communications

Dentsu Aegis Network today announces that it has acquired a majority stake in Crimson Room Communications, one of South Africa’s leading experiential marketing and promotions agencies which delivers market-leading, creative below-the-line solutions.

Established in 2005 by Philippa Viljoen, Crimson Room Communicationsoffers a range of experiential marketing services from strategy development and concept ideation, events management, promotions, public relations and brand activation to execution of the brand experience across a multitude of consumer touch points. Crimson Room Communications prides itself in delivering top quality service and creativity without compromise.

In line with Dentsu Aegis Network’s ongoing investment into the African market, Crimson Room Communications will over time be integrated into Posterscope, establishing psLIVE in South Africa. Crimson Room Communications will continue to be led by founder Philippa Viljoen, whose expertise has seen this company’s success and expansion grow year on year.

Dawn Rowlands, CEO Dentsu Aegis Network Sub-Saharan Africa said: “Dentsu Aegis Network is fully focused on growing psLIVE globally so we are thrilled to have the opportunity to acquire Crimson Room as it will further enhance psLIVE and our ambition of Innovating the way brands are built for our clients.”

Philippa Viljoen, Owner of Crimson Room Communications, said: “I am excited about what we can achieve together and for the fantastic opportunities ahead for both our clients and employees. Our partnership will allow us to provide a broader product offering to our clients and leverage global best practice. 

“Crimson Room will continue to serve its clients with the commitment to integrity and excellence that has been built over the years and now with the support and drive of a global partner. We are committed to building on our best-in-class experiential solutions to create the most compelling and comprehensive offering for both current and new customers. I look to the future with great optimism.”

Craig Page-Lee, Group Managing Director Posterscope Sub-Saharan African said: “Crimson Room is an excellent strategic fit with Posterscope’s South African business as we continue to drive the specialist nature of the Out-of-Home, which includes ambient and experiential advertising as well as shopper marketing. Adding this strong proposition to our business will ensure that we provide clients with an end-to-end, one-stop solution to their entire BTL requirements, or in other words, allows our clients to own the entire consumer journey across a multitude of touch points when consumers are out-of-home. I am excited at the prospect of engaging the market with the amazing Crimson Room team as we seek out new opportunities.”

‑ ENDS ‑

For further information contact:

Lana Marais
Communications Manager
T: +27 021 442 5600
E: [email protected]

Louise Evans
Global Director of Communications
T: +44 7920 492400
E: [email protected] 

Notes to Editors:

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of eight global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum and supported by its specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE and 360i. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 110 countries worldwide with over 23,000 dedicated specialists. www.dentsuaegisnetwork.com

About Crimson Room Communications

A full service consumer marketing agency that offers clients;

Strategic BTL (below the line) campaign concept development, through the line strategy development across consumer touch points, developing the mechanics of the concept, prize suggestions, the creative design development, the point of sale for the trade, promoter orientated activation tool concepts and design, internal marketing material to support the BTL campaign, trade implementation material.

Promotion Division - as one of the top promotion companies in South Africa, we understand that promoters are brand ambassadors employed to represent the client’s brand. We therefore follow a detailed recruitment and management process to ensure that all promoters are well trained and fully equipped to fulfil each promotion successfully.

Event implementation - manages all aspects of an event from conceptualization - planning - implementation and feedback. We handle the event management of the client’s entire function, while keeping the client informed every step of the way. Services include: corporate functions, road shows, launches (product and press), cocktail parties, fashion shows, workshops, and expos to name a few.

PR & Media Relations – from concept development, planning and media briefing, management of competitions, winner reporting, campaign debrief and negotiations with media owners.