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Asian Urban Marketing Interest for Aegis
The Aegis media communications and market research group has just acquired an effective 25% interest in The Filter Group, a marketing consultancy operating in Singapore, Hong Kong and Bangkok.
It is hoped that the new Filter Group addition will provide Aegis clients and their brands with insight into urban and youth Asian demographic segments. In this sense, the Filter Group has built up expertise in connecting exploring members of Asian 'Tribes'. Given the specialist nature of its youth targets, the company has already worked for big brand clients such as Coca-Cola, Levi's, MTV, Ericsson, Hard Rock and the Ministry of Sound.
Aegis' initial consideration comprises £0.3m cash payable on completion. Additional consideration may include an issue of 109,178 Aegis shares in January 2005. In addition, there are put and call options over the remaining 75% exercisable in 2005 payable in cash based on performance criteria.
Commenting on the announcement, Doug Flynn, Chief Executive of Aegis said, 'This acquisition extends our capability into the specialist area of youth marketing. It's a skill set that is much in demand by marketers who want to understand how to connect with the new generation of urban consumers. I am confident that this capability will be much in demand by our international clients.'
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