US challenger network Stagwell has announced the acquisition of content and production agency Pep Group.
The Kyiv-based company is set to merge with Locaria, a Stagwell-owned production house that specializes in creating content designed to be adapted into multiple languages.
Pep’s clients include Kimberly-Clark, Colgate, Budweiser, Pepsi, Lipton and Arm & Hammer manufacturer Church & Dwight. It has offices in Canada and the Netherlands, as well as its headquarters in Kyiv. Although some personnel left Ukraine, it continued to function throughout the Russian invasion.
Locaria will merge with Pep Group, a content production agency in Kyiv
Misha Pimenov, the founder of Pep, will be named executive vice president of creative content for the new Locaria merger. He said: “Our manifesto is: ‘There is no production problem that we cannot solve.’ Now I am excited to solidify our offering, grow the team and add value to complement Locaria’s omnichannel marketing expertise and vast global reach.
A spokesperson for Stagwell said it hopes to capitalize on growing customer demand for scalable content designed to be localized in multiple markets. Pep Group specializes in post-production content changes.
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Mark Penn, former pollster and founder of Stagwell, said, “Locaria has been sending the message to marketers for years that multilingual content and localization can no longer be an afterthought. By acquiring Pep Group, we are doubling down at Stagwell on content offerings at scale that enable global brands to meaningfully connect with consumers, anywhere.
Locaria’s Chief Operating Officer, Lindsay Hong, added, “I am delighted to welcome Misha and his team of experts to Locaria. By breaking down traditional silos and linking production and localization, we can now deliver more engaging international content and greater efficiency. It is great that we were able to execute this deal despite the ongoing dispute so that clients can continue to benefit from expert Ukrainian talent.