Dentsu Aegis Network takes over Fractal

The agency will be rebranded as Fractal Ink Design Studio - Linked By Isobar.

Dentsu Aegis Network has acquired Fractal Ink Design Studio, an experiential design studio in India. According to the press release sent by the agency, the firm will join the network's digital agency - Isobar, and be rebranded as Fractal Ink Design Studio - Linked By Isobar.

Tanay Kumar, CEO, co-founder and creative director of Fractal, will join the Dentsu Aegis leadership team in India and will report to Ashish Bhasin, chairman and CEO, Dentsu Aegis Network South Asia. Co-founders Geeta Suthar, Hemant Suthar and Priyanka Agrawal will also continue in their roles as part of the management team.

Speaking about the acquisition, Bhasin says, "Fractal is the leading digital design studio in the country that provides not only the mobility and UI/UX design capability, but also has an ideal combination of technology and creative services. Given the impending explosion of Internet of Things, wearables and mobile, this unique skill set will add to the group's status of being digitally ahead in India."

Commenting on the move, Jean Lin, Isobar Global CEO, says, "To deliver immersive brand commerce experiences that close the gap between brand inspiration and transaction, we need passionate talent with strong in-market design capabilities... We are very excited to welcome the Fractal team on board as part of the Isobar global family."

Expressing his views, Kumar says, "We have come a long way in the past six years in establishing ourselves as leaders in the digital design and strategy space. Its (Dentsu Aegis Network) strong presence around the globe as well as their shared vision towards the digital and connected world will allow us to tap into latest industry best practices and tools as well as scale our operations geographically."

The acquisition will bring together a team of 1,000 digital experts, one of the largest in India, including the combined Isobar team and the existing network digital brands iProspect, WATConsult and Dentsu Webchutney.