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What: DDB Worldwide, a division of Omnicom Group Inc., has acquired Grupo ABC, the largest independent advertising and marketing communications group in Brazil for approximately US $270 million.  The transaction is subject to regulatory approval in Brazil and is expected to close by the first quarter of 2016.
Why it matters:  Thomson Reuters deals intelligence data shows that this might be the largest media and advertising industry deal in Brazil since 2008. Grupo ABC owns agencies like Pereira & O’Dell, DM9, Sunset, Dojo and Africa Global, covering public relations, CRM, digital, promotions, events and advertising.

p7mJRAC4_400x400DDB Worldwide, a division of Omnicom Group Inc., has announced  that it has acquired Grupo ABC, the largest independent advertising and marketing communications group in Brazil.

Grupo ABC’s group of agencies consists of brand advertising agencies as well as specialized offerings in public relations, CRM, digital, promotion and events. The group has a diverse network of agencies including DM9 (Sao Paulo), in minority partnership with DDB; Africa and Loducca; CDN, a  public relations agency; Sunset, a specialized digital agency; and Newstyle, a  promotion and point of sale (POS) company in the country.

Brazilian advertising leaders Nizan Guanaes and Guga Valente, who will continue in their leadership roles, founded Grupo ABC in 2002. The acquisition strengthens a long-standing historical relationship between both holding companies in the region extending as far back as 1997 when DDB first invested in DM9, today one of the largest and most creatively awarded advertising agencies in Brazil.

Global Ad Giants Buy Brazilian Firms

brazil.flagThomson Reuters deals intelligence data shows that this might be the largest media and advertising industry deal in Brazil since 2008. According to reports, Omnicom has agreed to pay around 15 times annual operational earnings for the company, taking advantage of the Brazilian currency slump which has seen the BRL lose about 70% of its value. Grupo ABC. While the Brazilian economy is currently undergoing a contraction, many global advertising and marketing firms have recently invested in Brazil to strengthen their long-term growth prospects. Recent transactions include Hill & Knowlton acquisition of PR company Ideal, Accenture’s purchase of digital ad agency Dialeto as well as Dentsu-Aegis Network’s acquisition of Brazil’s leading Out-of-Home agency OOH Plus.

The acquisition strengthens a long-standing historical relationship between both holding companies in the region extending as far back as 1997.

“Grupo ABC is widely acknowledged as an outstanding company with impressive creative work and expertise in a broad range of disciplines,” said John Wren, President and CEO of Omnicom Group. “Over the years, Grupo ABC have been great partners of Omnicom and their depth of talent will strengthen our business capabilities not only in Brazil but around the world.”

“This is a world of disruption, scale and innovation and Omnicom will empower our companies to compete in times of extraordinary technological changes,” commented Guga Valente, CEO, Grupo ABC.

“Omnicom has the most creative and awarded agencies in the world and that is something that really matters to me and to all of us in ABC. Together we will be better prepared to serve our clients with all of the innovation and digital capabilities that modern business are demanding nowadays,” continues Nizan Guanaes, Partner and Co-founder, Grupo ABC.

“This partnership will further unite two companies that have long held the same values and creative ambitions,” said Chuck Brymer, CEO of DDB Worldwide. “I have known Nizan and Guga for more than a decade and have sincerely admired their success and influence both in and out of Brazil. It is a tremendous addition to both DDB and Omnicom and we are excited at the opportunity to utilize our combined assets to help our clients generate growth.”

The transaction is subject to regulatory approval in Brazil and is expected to close by the first quarter of 2016.

What:Sizmek has launched a self-serve toolset for building and distributing rich media ads across major social properties.
Why it matters: In Latin America publishers, advertisers, and agencies can now build cross-platform and cross-device ads for Facebook, Twitter, Pinterest, and Tumblr.

Ssizmek-izmek, an open ad management company for advertisers, agencies and publishers worldwide, has launched a self-serve toolset for building and distributing rich media ads across major social properties on any device.

The latest complement to Sizmek’s expanding toolset for ad authoring, the new Sizmek Social toolset gives publishers, advertisers, and agencies an easy way to build ads that drive better results and disseminate them across the newsfeeds of Facebook, Twitter, Pinterest and Tumblr.

Designers and marketers alike can enhance social ads with video, photos, live-stream content and more—e.g.: commerce features such as a store locator—on their own schedule and with complete creative control.

As the significant majority of social campaigns run on mobile, these HTML5 units can be easily converted to IAB mobile “Rising Stars,” ad units defined by the IAB as cutting-edge ad formats.

“Mobile is an essential medium for Latin America, and social has fueled the digital adoption. Our full service creative teams and self-service social tools make creating mobile and social experiences even more impactful,” said Mike Caprio, VP of Sizmek Latin America.

“We are committed to giving brands the ability to put messages out to market quickly across all key social and mobile channels.  The new toolset puts the power in the hands of our clients, cutting down the cost and time it takes to get an ad live,” said A. J. Vernet, Global VP of Social at Sizmek.

Sizmek_1-Both managed and self-serve options of the new toolset enable clients to build out one ad unit with different calls-to-action and thumbnails tailored for Pinterest, Tumblr, Facebook, Twitter and Google Plus

Users can share experiences from sites within their social newsfeeds, increasing the reach of brands through earned media.  Sizmek Social (formerly Republic Project) already provides  .CPG, entertainment and tourism advertisers with the ability to build rich media units that can be embedded directly into social networks’ newsfeeds, and analyze results through the Sizmek MDX platform.