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South African digital agency, Aqua Group, has just confirmed the acquisition of nine-year-old software company, Applogix. The deal will help Aqua strengthen its role as a strong digital competitor with a focus on the ever growing mobile and ecommerce market.
“The acquisition of Applogix is a strategic move that demonstrates our commitment to providing our clients with a fully-integrated digital service,” says Brent Shahim, CEO of Aqua.
“[Applogix] gives us the ability to bring clients powerful strategic and technological solutions at a level that other agencies cannot provide,” Shahim explains. “It also allows us to move beyond digital as just being a marketing channel, to one that is also a commerce channel and can disrupt how our clients do business. Our combined ability to understand business, strategy and process gives us a huge competitive edge.”
Applogix, which employs around 20 people in Johannesburg, specialises in web and mobile applications, ecommerce, CRM, and so forth. Some of its big clients include Shell, MTN and Standard Bank. The latter two of which are also clients of Aqua together with other blue collar companies like MultiChoice, Ford and Coca-Cola.
With this acquisition, the Aqua has now grown to over an impressive 350 people in South Africa making it the largest player in the digital space and ranks it in the top tier of integrated agencies in the country.
Aqua’s holding company and British ad giant, WPP, has a strategy of developing its services in fast-growing and important markets and sectors, and strengthening its capabilities in digital media. This acquisition forms part of this.
“Having co-founded Applogix nearly 10 years ago, I am very proud that it has now become part of the Aqua and WPP family,” said Christian Mouton, MD of Applogix. “This acquisition is the best demonstration of their faith in our work and our business. We are all extremely excited to take our combined offering to the next level.”
Applogix has co-located with Aqua already and the integration of the business offerings are advanced with multiple joint clients already benefiting from the relationship. “This acquisition was a coup for us and sets us apart from what our competitors can do. It firmly positions us for the future of digital,” concludes Shahim.