Aqua acquires marketing technology business, Applogix


Aqua, South Africa’s leading full service digital agency, today announced that is has acquired Applogix, a leading marketing and ecommerce technology company in South Africa.

“The acquisition of Applogix is a strategic move that demonstrates our commitment to providing our clients with a fully-integrated digital service,” says Brent Shahim, CEO of Aqua. “Applogix is the leader in the South African marketing technology space. It gives us the ability to bring clients powerful strategic and technological solutions at a level that other agencies cannot provide. It also allows us to move beyond digital as just being a marketing channel, to one that is also a commerce channel and can disrupt how our clients do business. Our combined ability to understand business, strategy and process gives us a huge competitive edge.”

Applogix was founded in 2005 and employs around 20 people in Johannesburg. The agency specialises in web and mobile application build, front-end development, ecommerce, CRM, process automation through workflow systems and user experience design. Clients include MTN, Standard Bank and Shell. With this acquisition, the Aqua Group has now grown to over 350 people in South Africa making it the largest player in the digital space and ranks it in the top tier of integrated agencies in the country.

The acquisition strengthens Aqua’s ability to provide clients with leading-edge, technical solutions, especially in the rapidly developing mobile and ecommerce space. At the same time, it provides Applogix with access to Aqua’s blue-chip client base, which includes the likes of MultiChoice, Ford, MTN, Coca-Cola and Standard Bank.

WPP, Aqua’s holding company, has a strategy of developing its services in fast-growing and important markets and sectors, and strengthening its capabilities in digital media. This acquisition forms part of this.  Aqua, with the best strategic and creative minds in South Africa, partnering with one of the most innovative tech shops in the country, creates a formidable force in the digital marketing sector.

“Having co-founded Applogix nearly 10 years ago, I am very proud that it has now become part of the Aqua and WPP family,” said Christian Mouton, MD of Applogix. “This acquisition is the best demonstration of their faith in our work and our business. We are all extremely excited to take our combined offering to the next level.”

Applogix has co-located with Aqua already and the integration of the business offerings are advanced with multiple joint clients already benefiting from the relationship. “This acquisition was a coup for us and sets us apart from what our competitors can do. It firmly positions us for the future of digital,” concludes Shahim.

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