Dentsu Aegis Buys Search Analytics Unit

Media and digital marcoms giant Dentsu Aegis Network has acquired the standalone search and content marketing agency business of US-based Covario. The business offers local SEO, social media automation, and analytic tools.

Covario's Analytics and Research team identifies 'phenomenological events', patterns, trends and anomalies in search data, through descriptive, predictive, prescriptive and diagnostic analysis. The team also analyses trending of key terms that drive traffic and conversions on large web sites.

Following completion of the acquisition, Covario's agency business will become part of Dentsu Aegis Network, and will eventually operate as part of the network's global digital performance agency iProspect. In addition, Covario's Co-CEOs Michael Gullaksen and Jeff Johnson will take up senior executive positions in the combined Covario / iProspect organization.

Jeremy Cornfeldt, President of iProspect US, comments on the merger: 'Culturally we are kindred spirits, which when united, will create one dynamo agency poised to make waves in the market. Covario's San Diego-based headquarters also provides a powerful West Coast presence that is critical for iProspect's growth.'

Financial terms of the deal were not disclosed.

Web sites: www.dentsuaegisnetwork.com and www.covario.com .