Soap Creative merges into Isobar

Three years after the Dentsu Aegis Network acquired Soap Creative, the group has announced the agency will merge with Isobar Australia to form one agency.

Operating under the Isobar name, Soap Creative’s founder, Brad Eldridge, will become the ECD of the new Isobar.

Brad Eldridge, Konrad Spilva, Ash Ringrose

Soap Creative clients, including Xbox, Microsoft, Transport NSW, Nutella, TIC TAC, Kinder Surprise, Cancer Council of NSW, Pepsi Snackfoods and Reach Out, will join the Isobar Group while Soap Creative’s staff will move into the Isobar Sydney office.

Isobar’s Sydney general manager Tom Tearle and national MD, Erik Hallander, will lead the acquisition and new agency.

Hallander was promoted to managing director in October last year from his regional mobile and innovation director role.

Soap Creative’s gaming studio, SMG, will be unaffected by the merger and remain as a seperate brand.

Konrad Spilva, Isobar Group’s CEO in Australia, said in a statement: “Ash and Brad have been highly respected colleagues for many years and Isobar and Soap have always shared plenty of  synergies. It’s been three years since our Group’s acquisition of Soap and the time is right to combine our teams and grow our capabilities even further.”

In May last year, Dentsu also added With Collective to the Isobar Group.

Eldridge added: “Isobar and Soap have a great history; first as competitors, then as sister-agencies within Dentsu Aegis and now, as a single entity. We share an entrepreneurial spirit, have strong values at the core of everything we do and I’m looking forward to seeing what we can achieve in the next chapter as our teams come together.”

In January last year Isobar launched Isobar Good, a division will work with selected organisations to “transform” products, services and strategies for a “better future”.


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