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Dentsu division acquires French sports marketing agency

Media, digital and creative communications company Dentsu Aegis Network has bolstered its sports marketing offering by acquiring French agency Keneo.

As part of the deal, Keneo will be fully integrated into Dentsu Aegis’s lifestyle marketing agency, MKTG.

Keneo, a Paris-headquartered agency, provides a range of services, from strategic consulting to execution, in its home country and abroad. It lists French Ligue 1 football club Paris Saint-Germain, the French Football Federation and the Ligue Nationale de Rugby (LNR) among its clients.

Keneo also serves the organising committee for the 2020 summer Olympic Games in Tokyo, Japan, and the team bidding to take the 2024 Games to Paris. Keneo chairman Edouard Donnelly and chief executive Franck Ladouce will continue to lead the agency. The pair will serve as chief executive and deputy chief executive of MKTG France respectively.

Donnelly and Laoduce will report to Thierry Jadot, the chief executive of Dentsu Aegis Network France, Benelux and MENA. The pair will also work closely with Charlie Horsey, global brand president of MKTG, on integration, collaboration and business development.

“Keneo complements and strengthens an area of expertise already present in Dentsu Aegis Network’s DNA,” Jadot said. “This is a fantastic opportunity to project ourselves with even greater strength and speed into the sports marketing and communication sector with an agency that has become a reference in the field.

“The addition of Edouard and Franck to the board of MKTG is an important asset for our network, and together we will be able to deliver a wide range of sport and entertainment campaigns and enable greater collaboration within our regions.”

Ladouce added: “We are particularly proud to join a group which is renowned for its innovation and creativity. This partnership represents many new opportunities for our people and our clients, combining the expertise of our teams with the strength and know-how of the group’s international network.”