Ad firms cash in on Aegis deal

ADVERTISING giant Aegis snapped up two London digital ad firms yesterday, netting their owners an estimated £25m.

Search ad firm I Spy Marketing and analysis group Data2Decisions were bought for around £15m and £10m, and will be integrated into Aegis’s subsidiary iProspect, which deals with adverts on Google and other search engines.

I Spy’s chief executive Jim Brigden and its president Chris Whitelaw can expect multi-million pound rewards as the major shareholders in the company.

Brigden told City A.M. the firm had received several approaches but the Aegis deal was “a no-brainer” and that I Spy would retain its staff as it moves into iProspect’s Regent’s Park office.