Securing Capabilities of Official Agencies for Naver and Kakao
Expecting Synergy from Full-Service Digital Marketing
Innocean is strengthening its media marketing services by acquiring the digital marketing company 'D-Plan360'.
On the 19th, Innocean announced that on the 15th, its CEO Lee Yong-woo and D-Plan360 CEO Shin Young-hee, along with the top executives of both companies, signed a contract for the 100% acquisition of D-Plan360's shares at its headquarters in Gangnam-gu, Seoul.
(From the left) Lee Yong-woo, CEO of Innocean, and Shin Young-hee, CEO of D-Plan360, are posing for a commemorative photo after signing the acquisition contract at Innocean headquarters in Gangnam-gu, Seoul on the 15th. [Photo by Innocean].
D-Plan360 possesses the core competency of a media representative company(Media Representative). A media representative company refers to a business that acts as an agent for advertising sales for major domestic broadcasters such as KBS, MBC, and comprehensive programming channels, as well as online media companies like Naver, Kakao, and Google. It supports the preparation of media proposals and media mixes according to budgets and goals received through advertising agencies, and operates and manages advertising products among advertisers, advertising agencies, and media companies.
Founded in 2019, D-Plan360 provides services related to digital marketing such as media strategy and execution, targeting, and effectiveness analysis. It has been recognized for its capabilities in mobile and display advertising fields, being selected as an official agency for Naver GFA (advertising platform), Kakao Moment, and an official partner of Google. Innocean emphasized, "D-Plan360 is a company whose digital capabilities have already been verified through successful collaborations with various domestic and international clients in food, construction, real estate, government offices, cosmetics, and more. The fact that it provides customized strategic planning and operational services according to advertisers' marketing goals, differentiating it from traditional media representative companies, was also a factor in the acquisition decision."
Innocean plans to strengthen its digital marketing capabilities through this acquisition of D-Plan360. Along with creative and branding, and performance marketing, it aims to secure independent media and data specialized business capabilities to provide a comprehensive digital all-in-one full-package service as a full-service advertising agency.
According to the Korea Broadcast Advertising Corporation, the size of the domestic digital advertising market is expected to reach 9 trillion won this year. Through this acquisition, Innocean is aiming to expand its media business area while also increasing profitability in the advertising business. With the 'D' in its future business strategy 'CDM' representing 'Digital and Data,' related businesses are expected to be actively promoted, leading to full-scale growth. Lee Yong-woo, CEO of Innocean, said, "We will continue to actively and proactively prepare for the rapidly changing market environment through aggressive investments such as share acquisitions."
Meanwhile, Innocean has been actively strengthening its digital marketing service capabilities by acquiring the performance marketing company Deeperple in 2021 and the visual effects (VFX) company Studio Lennon in 2022.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
