The acquisition signals that, unlike some industry perceptions, Aegis is not a passive acquisition target, but is active in acquiring agency assets. And ironically, because Aegis was originally a French-rooted media buying shop, whose previous media buying practices ran against French business laws and thus was restructured as British-based Aegis Group.

In recent years, Aegis has been the target of possible takeovers from two French leading agency holding companies: Publicis and Havas. Publicis eventually passed on it, and acquired U.S. assets such as Digitas instead. But Vincent Bollore, Havas chairman, still remains the largest shareholder in Aegis Group and is still considered an “ardent suitor,” Media Post reported.