Based in Medellín and with an office in Bogotá, Chef will join Dentsu Aegis Network’s global agency Isobar, which is focused on experience-led transformation powered by creativity. The addition of Chef will successfully scale the agency’s footprint across Latin America.
Julio Castellanos, Dentsu Aegis Network’s CEO for Latin America said: "This acquisition reinforces our commitment to expand our presence across the Latin America region while taking advantage of the great momentum that the Colombian market is experiencing. Chef illustrates the growing maturity of the digital economy in the Colombian market and further strengthens our offer in our mission of helping our clients to win, keep and grow their own customers.”
According to data from eMarketer, digital advertising investments have been on the rise in Colombia and will reach almost 25% of the total amount invested in marketing communications in that market by 2022.
The agency will be rebranded Chef, An Isobar Company and will continue to service both local and global brands such as Bancolombia, Avianca, MasterCard, Crystal, and Localiza.Chef’s team will join Isobar’s 6,500 digital experts who are distributed in 85 locations across 45 markets in Americas, EMEA and APAC. Isobar’s global team delivers experience-led transformation by creating innovative, end-to-end experiences through a creative use of digital. Together Chef and the existing Dentsu Aegis Network Colombia businesses (including Carat, Vizeum, dentsu X and iProspect) will create one of the largest media and communications companies in Colombia.
Héctor Fabián Bula, CEO of Dentsu Aegis Network Colombia stated: "The sum of the expertise and talents of our group gives rise to a new level of content, experience, and e-commerce to be offered, thus significantly accelerating the digital transformation of current and future clients."
Felipe Tamayo, president of Chef, An Isobar Company said: "Medellín has become an innovation hub that not only attracts important companies, but also creates new jobs. The city is well-known around the world for its digital services, which challenges us to grow and explore our strategic role in the region even more."
Jean Lin, Isobar Global CEO said "The digital expertise of Isobar and Chef is deeply aligned. Both have creativity and technology in their DNA and aspire to create experience-led solutions that improve people’s lives and boost clients’ profitability. We are delighted to add scale to our teams in Latin America at a critical time for our global clients. Welcome, Chef!"