More NewsPublicis Buys Brazilian Agency Tribal

Publicis Buys Brazilian Agency Tribal

Publicis gains Latin American foothold With substantial Brazilian agency buy.

Publicis Groupe announced today it has acquired Sao-Paulo-based digital agency, Tribal, as it further expands its global operations. The agency, which offers digital services including planning and buying, campaign management and Web development, will be incorporated into Publicis Groupe’s Digitas network.

The acquisition follows a Publicis Groupe plan to invest in emerging markets and build its digital operations.

Tribal’s existing branding will be retained, alongside its staff and management team. CEO Pierre Mantovani and Chief Creative Officer Renato Fabr will now report directly into Digitas Latin America CEO Francois de La Villardiere.

Laura Lang, Chairman and CEO of Digitas, described the acquisition as “key” for strengthening the network’s global operations, specifically citing Brazil’s market growth potential. “From a digital perspective, Brazil is vital for our clients and Tribal gives us a center of excellence to leverage in an important growth market,” she stated in a press release.

According to Publicis-owned ZenithOptimedia, Brazilian ad spend grew by 25.1 percent in 2007, and will see double-digit growth throughout 2009 and 2010.

Publicis acquired Digitas in 2006 and has since expanded through purchases in the UK, India, Singapore, China, and France. Though Tribal is Digitas’s first Latin American acquisition, Publicis Groupe itself already has a Brazilian presence through agencies such as Publicis, Saatchi & Saatchi, Leo Burnett and Fallon.

In its Q3 earnings, released last month, Publicis placed emphasis on the digital sector remaining buoyant throughout a difficult period for advertising. For Q3 it reported sales growth of 9.9 percent from its Latin American operations, compared to 3.9 percent growth worldwide.

Current Tribal clients include Microsoft and electronics giant Philips. Terms of the deal were not disclosed.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts