- MNC Publicis Groupe in Brazil
Publicis Groupe announced that it had struck a deal for the acquisition of AG2, one of Brazil’s foremost and biggest independent digital agency. In the agreement deal that sealed the acquisition, Publicis announced that AG2 will be aligned with Publicis Modem, Publicis global network’s digital unit but will be renamed AG2 Publicis Modem. On the same breadth, AG2 will however retain its chief executive officer, Cesar Paz but he will henceforth be answerable to the Chief executive of Publicis Brazil, Orlando Marques.
AG2 is a Brazilian firm located in the Porto Alegre state but has offices in Sa Paolo and Pelotas and employs about 170 communications specialists currently. Ever since it was begun in 1999, AG2 has over time curved out a place in the Brazilian interactive experiences market, ascertaining itself as leader in the sector. The company’s main areas of business is competitive intelligence, a business that has greatly bolstered its other two businesses namely brand management and interactive experiences.
AG2’s most important customers in Brazil include major firms such as Bradesco, a major player in the banking industry, General Motors, Embraer and the Bunge Group.
GSK has split its media business between Starcom MediaVest Group and Mediacom. Mediacom held on to the UK arm of the business, which is estimated to be worth $95m but lost Spain, Portugal, Germany, Austria and Switzerland to Starcom.
The review did not cover Central and Eastern Europe and Russia, which are held by Starcom. The US arm of the business, which Mediacom manages, was also not reviewed.
ZenithOptimedia has scooped the majority of the Gucci Group’s global media account, which is estimated to be worth $200m.
Zenith won the $45m US business last year and now adds the UK, France and Asia to its remit. Mindshare will continue to service the rest of Europe, while Hakuhodo has retained the business in Japan.
The account includes brands such as Stella McCartney, Balenciaga, Yves Saint Laurent and Alexander McQueen.
The Spanish telecom giant Telefonica has appointed ZenithOptimedia to its consolidated $160m pan-European media account.
The agency had previously handled the UK arm of the business and now adds Germany, the Czech Republic and Slovakia, among others, to its remit.
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