Indie acquisition should help Publicis hit its digital revenue target.
Publicis Groupe has bolstered its European digital capabilities. The holding company will add France's Mediagong to its Leo Burnett France unit. The acquisition of the independent agency should assist Publicis in achieving its stated mission to increase its digital revenue to 35 percent by 2014.
Publicis Groupe last year enhanced its digital operation in Europe through the acquisition of London agencies Kitcatt Nohr, Airlock, and Holler. In March 2011, Publicis said about 28 percent of its revenue came from digital services.
Mediagong's strengths lie in branded content development, social media, advergaming, and mobile, according to a press announcement about the acquisition.
The firm's founding partners Guillaume De La Brosse, David Oks and Olivier Zetlers will stay on, serving as deputy managers of Mediagong within Groupe Leo Burnett France; they will report to Jean-Paul Brunier, president of Groupe Leo Burnett France.
Mediagong counts Garnier International, Kellogg's, Sony Music, and cheese snack brand Apéricube among its clients. The companies expect their capabilities to mesh well when it comes to serving banking, beauty, food, and luxury clients. Mediagong was founded in 2002 and has around 50 employees.
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Wednesday, July 23, 2014