Dentsu, one of the largest advertising agencies in the world, paid $5 billion to purchase London-based marketing agency, Aegis. In one of the largest advertising deals ever struck, Dentsu paid a 48% premium on Aegis's Wednesday closing share price. The deal allows the Japanese firm to expand into markets beyond its country where advertising revenue has been declining. The company is Japan's top full-service media agency conquering 24.2% of the market and employing 21,000 staff in 29 countries. Aegis, who employs 12,000 people, has taken on significant clientele this year in the US, China and Brazil and currently services high profile clients such as Kellogg, Disney and HSBC. This deal will push Dentsu up the ranks and make it the fifth largest player in the advertising world. The company will rival the 'big four' advertising agencies: Wire and Plastic Products (WPP), Publicis Groupe, Omnicom Group and Interpublic Group of Companis (IPG). 

sources: content from bbc and the guardian and image from campaign india