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Dentsu Aegis acquires data analytics firm Cardinal Path, aim to grow outside Japan
MUMBAI: Dentsu Inc.’s Dentsu Aegis Network has acquired digital analytics firm Cardinal Path, expanding its reach outside of Japan and expanding the data capabilities of the advertising company.
However, the terms of the deal have not been disclosed even as the news has been revealed by Dentsu officials. However, it was stated that Cardinal Path’s compounded annual growth rate for gross revenues is greater than 30%.
Cardinal Path was created in 2011 following the merger of three Web analytics and digital firms: Ottawa-based PublicInsite, Vancouver-based VKI Studios and Tempe, Ariz.-based WebShare. The company, which is based in Chicago and Vancouver, counts Google, Intel and Bridgestone among its clients.
“Cardinal Path will allow us to leap forward our data strategy in North America,” Dentsu Aegis Network USA chief executive Robert Horler said in a statement to the media. Cardinal Path has 80 employees.
Dentsu has been expanding aggressively outside of Japan following its $5 billion acquisition of UK-based Aegis in 2013, though its deals since then have been much smaller. Dentsu derived 54% of its business from markets outside of Japan in fiscal 2015, up from 15% in fiscal 2012.
Since it closed the Aegis acquisition, Dentsu has completed 76 M&A deals, totaling about £760 million (roughly $1.08 billion), according to a recent investor presentation. Dentsu signed 36 acquisitions in 2015, the highest number in a year by the company to date. Thirty-four of those deals were completed by Dentsu Aegis Network, and about half were digital businesses.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
