Aegis Fuses Sustainability and Digital Media with Clownfish Buy

Aegis has acquired sustainability and communications consultancy Clownfish, which, perhaps surprisingly, will be rolled into the Isobar digital network.

Clownfish, which has offices in both London and New York, specializes in advising clients on environmentally friendly, sustainable initiatives, and helps them “communicate these initiatives authentically,” according to the firm’s Web site.

On the surface, the move appears to have little to do with the Aegis’s digital business, but according to today’s press release, the purchase reflects the group’s “vision of the emerging marketing model, as well as the importance of digital and sustainability solutions for business and marketing communications.”

The two companies have already worked in partnership for a number of major brands, including Coca-Cola, Reebok and Beiersdorf. Other Clownfish clients have included Unilever and Tesco.

Through the purchase, Aegis will acquire Clownfish’s £0.5 million ($872,000 U.S.) worth of gross assets, and a number of proprietary tools, including STEER, which helps identify risks and opportunities for brands engaging in sustainability initiatives. The terms of the acquisition were not disclosed.

Last month, Aegis acquired Range Online Media, a U.S.-based search marketing and optimization firm, which was also incorporated into the Isobar network.