Dentsu Aegis Network Acquires Same Same But Different

Dentsu Aegis Network today announced the acquisition of SAME SAME but different, a high performing and fast-growing global creative agency headquartered in Paris, France.

SAME SAME but different will become part of Dentsu Aegis’s global creative advertising agency network, mcgarrybowen. The acquisition marks mcgarrybowen’s first venture into France, and the establishment of the agency’s luxury brands practice, known as mcgarrybowen luxury. The deal also further positions Dentsu Aegis Network as a full-service communications agency in France.

Founded in Paris in 2009, SAME SAME but different specialises in strategy and creative advertising with offices in Paris, Shanghai, New York and Hong Kong. The strong team of 150 specialists dedicated to the luxury industry and premium brands offers a different perspective on the definition and implementation of digital brand environments. Same Same but different’s experienced management team have successfully expanded the business and attracted some of the most prestigious clients in the luxury and premium sector including Louis Vuitton, Van Cleef & Arpels, Piaget, Coach, Bonpoint, Chow Sang Sang, L’Oréal, Printemps, and Aéroports de Paris.


Michel Campan, current CEO & Founder of SAME SAME but different, will become CEO of mcgarrybowen luxury, reporting directly to Thierry Jadot, CEO Dentsu Aegis Network France, Benelux, MENA and Israel.

The acquisition is part of mcgarrybowen’s strategy to expand its client offering by launching new offices in the top creative talent centres of the world. SAME SAME but different joins mcgarrybowen’s growing international network, which currently includes offices in London, Shanghai, Singapore, and São Paulo, in addition to its U.S. offices in New York, Chicago, San Francisco, and a multicultural offering in San Antonio, Texas.

“SAME SAME but different luxury brand expertise is highly renowned and Michel Campan is a strong and recognised leader in this industry,”said Thierry Jadot, CEO, Dentsu Aegis Network France, Benelux, Israel and MENA.  


“This is a great opportunity for Dentsu Aegis Network, both in terms of additional expertise for the mcgarrybowen network as well as luxury industry leadership. The Same Same business model is perfectly suited for premium brands that operate globally. I’m proud and happy to welcome SAME SAME’s team and the creation of mcgarrybowen in France.”

Added Gordon Bowen, mcgarrybowen’s Founder and Global Chairman: “The SAME SAME agency and its leadership are an impressive team. The company has a remarkable growth story fueled by superior capabilities and a strong record of memorable work for iconic brands. This new offering will allow us to provide clients with deep expertise and ahead-of-the-market insights into the luxury sector. We enthusiastically welcome the SAME SAME team into our global family.” 

Michel Campan, President SAME SAME but different, said: “We are very excited and delighted to join Dentsu Aegis Network, and specifically to launch mcgarrybowen luxury. We have loved mcgarrybowen’s story and our integration to this network seemed pretty obvious as we share the same goals and values. We are proud to integrate with such an innovative, creative and outperforming group, with a strong international scope backed by a powerful media and communications network. We are confident this acquisition will give our new entity a decisive competitive advantage in the market and abroad.”