Ogilvy buys 33.3 pc stake in Aussie firm DTDigital

Ogilvy & Mather has acquired a 33.3 per cent stake in STW’s leading digital communications firm, DTDigital.

DTDigital, one of Australia’s largest digital agencies, joined the STW Group in 2003 and during the next eight years grew revenues from $1 million per annum to forecast revenue of $14 million for 2012. Clients include Bunnings, Myer and NAB. For the past four years, DTDigital has been working alongside Ogilvy in Melbourne.

STW Group owns 66.7 per cent of Ogilvy Group Australia, with WPP holding the remaining 33.3 per cent. The investment by WPP in DTDigital brings its ownership in line with that of Ogilvy Australia.

On selling the stake to Ogilvy, STW Group CEO Mike Connaghan, said, “It’s not in our nature to sell parts of our prized assets, but the logic in this instance was overwhelming. DTDigital already partners closely with Ogilvy Group Melbourne, and there are intentions to expand this partnership with Ogilvy to other markets. The integrated nature of many of our client campaigns makes it absolutely right for Ogilvy that we have DTDigital even further aligned with that business. It’s a good deal for all stakeholders.”

Paul Heath, CEO, Ogilvy & Mather Asia Pacific, added here, “Ogilvy knows brand, social and CRM, while DTDigital provides great digital, channel and technology skills, making the combination a winning formula. We have worked in partnership for the past four years and acquiring part of DTDigital cements that relationship, allowing us to offer first class integrated digital to clients inside Australia and across Asia.”

“This deal accelerates DTDigital’s launch in the Sydney market. Andrew Baxter, David Trewern and Brian Vella were instrumental in bringing the businesses together in Melbourne and the same team will ensure it is an instant success in Sydney,” Connaghan said.

DTDigital is an award-winning digital marketing design and technology company that has been a pioneer in the industry for more than 15 years. Founded by STW Group’s Chief Digital Officer David Trewern in 1996, DTDigital evolved from a multimedia design studio into a business that’s helped transform some of Australia’s leading brands in the digital age.