AdWatch Isobar

AdWatch Isobar provides to the clients all range of the customer services allowing to create complex campaigns in the interactive environment - media planning, media baing, development and implementation of creative concepts, CRM projects, online PR/BTL, implements campaigns using mobile marketing and search advertizing.

The agency works at the market of interactive communications since 2000. Since 2003 is a member of the Association of the Communication Agencies of Russia (ACAR). Since 2008 the AdWatch agency became a part of Isobar – the largest international network of digital marketing integrating over 100 agencies in 38 countries of the world, and entering into the communication Dentsu Aegis Network group.

History

2014: Maria Dmitriyeva is a CEO. Functions of purchase of digital stock are transferred in Dentsu Aegis Digital

The AdWatch Isobar digital-agency, largest in Russia, purchased by Aegis Media in 2008 historically combined functions of the digital-baingovy center for all group Dentsu Aegis Network Russia and function of the client agency specializing in creation and development of complete communication solutions in digital. Since July 1, 2014 Dentsu Aegis Network Russia separates two of these functions. Functions of a digital-mediabaing together with a command of the Boeing and finance are transferred to AdWatch Isobar to new company Dentsu Aegis Digital (DAD), functions of the client agency remain in AdWatch Isobar.

Maria Dmitriyeva who was earlier working as the chief executive of the agency is appointed the CEO of AdWatch Isobar. Under the leadership of Maria AdWatch Isobar continues the development as the company developing the innovative solutions and communication in the digital-environment for such clients as Danone, Nestle, Sun InBev, Aeroflot, VTB, Megafon, and many others.

"Maria works two years in the AdWatch Isobar command and is well familiar to market participants as the strong client manager and the expert in the digital-market", – Andrey Chernyshov, Chief Digital Officer of Dentsu Aegis Network Russia group comments. – "Under its management the significant changes which increased operational efficiency of the agency are made, new communication services gained additional development, creative examination and examination in mobile and CRM is strengthened. From the first days of work in AdWatch Isobar Maria became face of the company for clients and the undisputed leader for a command of the agency. It allowed me and other employees of the central Dentsu Aegis Network digital-command to focus on development of new assets and the directions – development of digital-commands in the Carat, Vizeum and Ad O'Clock agencies, uniform baingovy division, the performance agency of marketing iProspect, the trading AMNet RTB platform".

Along with Maria Dmitriyeva's appointment the CEO of AdWatch Isobar, functions of the uniform digital-baingovy center are transferred from AdWatch Isobar in new company Dentsu Aegis Digital (DAD). From AdWatch Isobar the command headed by digital the baing-director Yulia Fedishina and also the employees of some other departments performing services in the field of digital for all agencies of the Dentsu Aegis Network Russia group passes into DAD. Alexey Firsov who is at the same time the deputy of Chief Digital Officer of Dentsu Aegis Network Russia group is appointed the CEO of DAD.

2008: Sale to the company to the Aegis Group agency

In June, 2008 Aegis Group announced purchase of the AdWatch Internet agency. Market participants estimated business of the company, whose net profit at $1.8 million, can cost $10 million. However in view of the fact that Aegis is included into business of the Russian partners step by step and transactions last for several years, the final price of AdWatch can exceed €20 million^[1].

The founder and the co-owner of the company Lev Glazer specified that the British will receive 100% in Advotch Agency LLC which will become a part of the advertizing network Isobar entering into Aegis specializing in the Internet and digital media. Transaction amount of the party is not disclosed. Aegis Group specified that at the end of 2007 on balance of AdWatch there were €9.5 million. The chairman of the board of the IMHO VI agency Arsen Revazov (in 2002 sold the agency to the Video Interneshl group) and the CEO of the MindShare Interaction agency Dmitry Ashmanov (in 2007 control over the agency received the British holding WPP) estimate AdWatch business approximately at $10 million. Commission charges of the domestic Internet agencies make not less than 15% so at the stated AdWatch turnover in $30 million its annual revenues (volume of agency commissions) exceed $4.5 million, the media director of the company of MediaStars Vera Bondarenko notes. According to her, profitability on net profit at AdWatch can reach 40%, and net profit is more than $1.8 million. At multiplicators 5-6 the cost of business is $9-10.8 million.

The source in the market informed on the transaction says that Aegis estimated the agency at €23-25 million. The consultant of the transaction the partner of Dikushin and Peyl company Andrey Dikushin did not confirm this assessment, having specified that payments to the former owners will last for several years and will depend directly on future financial performance of the company. According to the same scheme Aegis in 2005 purchased the HMS Komandarm media agency: his absolute owner the group will become not earlier than 2009, the final cost of the company will depend on the financial results shown by it.

Among clients there are companies for June, 2008: Microsoft, Sun InBev, Canon, VTB, Rolf-Holding.

2007: Turnover more than $30 million, separation of the agency into AdWatch and Mediaselling

The stated turnover in 2007 — more than $30 million. Total costs in Russia on media Internet advertizing (banners, pop-up windows and other formats) reached, according to AKAR, $227 million.

Market participants explained with the preparing transaction on sale of business of the British Aegis the section in 2007 of the agency on two companies: actually AdWatch (placement of Internet advertizing for clients) and Mediaselling (sale of advertizing opportunities of the websites, including "Yandex. Weather", kommersant.ru, gazeta.ru). According to experts, the founder of the company tried to involve the advertizing holdings competing with Aegis in cooperation with the sellersky division. Mister Glazer in an interview of Kommersant the reason of "divorce" called constantly increasing gap between the interests of clients and platforms.

2005: Start of negotiations on sale to Aegis company

Since 2005 in the market began to speak about the preparing transaction between Aegis and AdWatch. In an interview of Kommersant in October of the 2007th Lev Glazer actually confirmed these negotiations, having said that "we like internally the device and speed of development (Isobar. — Kommersant)".

2000: Foundation of the agency

The agency of the Internet advertizing AdWatch is created in 2000. The founder Lev Glazer, the CEO Andrey Chernyshov and two top managers were co-owners.

Notes