The World: Tallinn - Aegis buys Mediapool and relaunches it as Vizeum

Aegis is acquiring Mediapool, the second-largest media agency in Estonia, and relaunching it as Vizeum.

The deal, for an undisclosed sum, is subject to regulatory approval, but is expected to be completed by the end of August. It signals the debut of Aegis' Vizeum brand into the Baltics. The network has already launched Carat in the region.

Robert Lerwill, the chief executive of Aegis, said that the acquisition would build the media network's scale and capability in the market: "Mediapool is a very successful business in its own right, and it is the ideal platform to launch Vizeum in the Baltics."

Mediapool was founded in 1997. Its clients include Nissan and SEB Bank.