Dentsu Aegis Network has announced it has acquired Soap Creative, a leading digital creative agency in Australia. The acquisition bolsters the network’s size and scale in the digital creative sphere in the market, adding expertise in gaming along with innovation, technology and social.

Soap Creative and Soap Mobile Games Studio (SMG), comprising of around 50 staff in total, will become a company within Isobar, Dentsu Aegis Network’s global digital marketing agency. They will be referred to as “Soap – Linked by Isobar”.

Soap Creative founders Ashley Ringrose and Bradley Eldridge will remain with the business and will report to Konrad Spilva, Isobar managing director, Australia and New Zealand, as well as working with the other 25 agency brands within Dentsu Aegis Network locally.

Luke Littlefield, CEO of Dentsu Aegis Network Australia & New Zealand, said: “We’re delighted to welcome the Soap team to our Group. The acquisition supports our strategic development, adding scale and size to our digital capabilities and allowing us to further diversify our offering in the digital creative space for our clients.

“Culturally, Soap is a great fit for us. I look forward to bringing new thinking and expertise to our network and providing Soap and its clients with access to our global resources, skills and knowledge.”

Konrad Spilva, managing director of Isobar in Australia & New Zealand, said: “There are fantastic synergies between the work that Soap does and the capabilities that we have within Isobar. I’ve great respect and admiration for the Soap team and look forward to working closely with them moving forward.”

Ashley Ringrose said the decision to join Dentsu Aegis Network over other global groups was driven by several factors.