Branded content agency John Brown Media has been acquired by Dentsu Aegis Network, strengthening the companys global content marketing capabilities to deliver better integrated solutions for its clients.

John Brown Media will retain its brand identity and current CEO Andrew Hirsch will remain in control of the firm, working with Dentsu Aegis global digital performance agency iProspect to integrate its publishing capabilities with iProspects performance-driven solutions.

The deal marks the latest acquisition by Dentsu Aegis, which picked up mobile agency Fetch and social media management agency Tempero at the end of last year to strengthen its offerings in their respective areas.

“As one of the worlds largest content agencies, the acquisition of John Brown Media will add another dimension to our content offering across the group,” said Tracy De Groose, CEO of Dentsu Aegis Network UK & Ireland. “More clients are asking for content-led strategies and well be able to develop more innovative, content-rich solutions for them, and also accelerate our growth in this space.”

“The digital communications market has seen some major shifts as the focus for communications strategy evolves from the world of bought media, to one where earned and owned media often play the lead strategic role,” said Ben Wood, global president of iProspect. “Successful search campaigns are increasingly reliant on the ability to drive audiences towards quality, editorialised content.

“By aligning publishing into our search and performance offering, iProspect creates real differentiation. The John Brown Media acquisition proves we are committed to a future that is driven by content, and brings us more depth in this space.”