Following the completion of their historical £3.2bn merger with Dentsu last week, Aegis have announced a major client win in the form of luxury fashion label Burberry.

According to Arif Durrani of Campaign Magazine:

The account is believed to be worth in excess of £20m across Europe, North America and Asia, with the lion's share – £13m – being spent in the US, where it will be handled by Carat.
Aegis' subsidiary agencies Carat, Posterscope, Isobar and iProspect are all set for regionalised projects with the brand following Carat's appointment with Burberry as New Global Media Agency last week. The dual appointment suggests the London fashion brand are set to increase their already considerable digital output, which a senior executive confirmed to Ad Age. 


"[Digital] is something that should never be an afterthought -- it should never be a checklist that is something to do," said Chief Creative Officer Christopher Bailey.

"I don't like traditional marketing, necessarily. We've moved on quite a lot, and I think none of us like to feel marketed to."



The £2m UK business will be handled primarily by London's Vizeum, who will be delighted with the win following the £30m loss of Coca-Cola to WPP's MediaCom.