Dentsu Aegis Network has acquired global mobile agency Fetch in an estimated $50m deal.

Fetch will retain its brand identity and work with Dentsu Aegis Network’s brand, media and communications businesses in order to grow and accelerate the group’s mobile offering.

Headquartered in London, Fetch has offices in the US, Germany and Hong Kong, and is due to expand to New York soon. The business was founded in 2009 by James Connelly – who M&M Global interviewed last month – and Declan Reddington.

Speaking to M&M Global on how this acquisition will aid Fetch in becoming truly global, Connelly said: “The sheer scale Dentsu Aegis Network provides in Asia, North America and the rest of world provides us with a real spring board to catapult our growth in these key markets and regions. What’s crucial is they share our vision and so we’re all very pleased to join the group.”

Robert Horler, chief executive offer of Northern Europe, Dentsu Aegis Network said: “Growing our digital profile across all capabilities is one of our five strategic priorities and this deal clearly recognises the potential we see in both Fetch and the wider mobile market.”

Nigel Morris, chief executive officer of Dentsu Aegis Network Americas and EMEA, added: “Fetch has a very fast growing agency arm in the US and we are looking forward to adding their unique capabilities within our US operating model and to scaling the business.”

Connelly will carry on leading the business alongside his newly appointed chief operating officer Greg Gimmer. Connelly will report into Horler.

You can read M&M’s exclusive interview with Connelly here.