This means the combined entity provides a formidable integrated offering in the market that no other local digital or direct agency provides.

Digital has transformed the direct world, so, strategically it’s fitting that these two parties joined forces. CEO of aquaonline, Brent Shahim, says: “The line between the digital and direct disciplines has blurred and as a result the market is ready for a truly integrated digital, direct offering. Our combination marries two market leaders; aquaonline in full service digital marketing and Wunderman in traditional strategic, response based direct, CRM and database marketing.”

The amalgamation of expertise affords clients the benefit of an unrivaled, strategically driven, creative capability that guarantees effective and measureable real-time direct response.

In addition to the strategic benefit of an integrated service offering, the merger also provides aquaonline with an African footprint. “We see Africa as an extremely exciting digital market. Our clients are expanding into Africa and we need to service them there. Digital is exploding on the continent and having a footprint in key African markets means that we are the only local digital agency that can facilitate this for clients and are already doing so,” says Shahim.

In fact, Wunderman is Africa’s fastest growing digital and direct agency, with a presence across several countries, including Kenya and Nigeria.

Commenting on the news, Daniel Morel, Chairman and CEO of Wunderman, said: “This partnership is an important step in realising the vision and power of combining the best in digital with the best in CRM across the African continent. Both companies are already servicing clients in other markets such as the UK, Dubai and Germany and benefiting from opportunities that emerge as a result of the combined digital direct approach.”

The alignment brings premiere, global clients such as Land Rover, Microsoft and Ford together with an already impressive aquaonline client list that includes MTN, Pick n Pay, Nokia, Southern Sun and Standard Bank.

Wunderman and aquaonline have teamed up to work on various projects in the past and therefore they’re not unfamiliar with each other’s cultures, skills and business approach. The teams are already co-located and operating as an integrated unit. They are currently a joint service to a number of existing clients.

Shahim is leading the new entity.