Publicis boosts digital offer by merging Digitas with LBi

Publicis has created what it claims will be the largest digital network in the world by merging Digitas and LBi.

Taylor: will oversee 5,700 staff as the global CEO of DigitasLBi
Taylor: will oversee 5,700 staff as the global CEO of DigitasLBi

The formation of Digitas­LBi follows the recent completion of Publicis’ £333 million acquisition of LBi.

Luke Taylor, the chief ex­ecutive of LBi, has been appointed the global chief executive of the new network, which will employ 5,700 staff in 25 countries. The deal will unite Digitas’ US power base with LBi’s strength in Europe. Critics have suggested that Publicis has struggled to build the Digitas network outside of the US since its $1.3 billion acquisition in 2006.

Roughly half of the network’s staff will be employed in the US, with around 700 in London. In the UK, there is unlikely to be an immediate merger of the London office of LBi with Kitcatt Nohr Digitas.

Taylor will report to Bob Lord, the chief executive of Publicis Groupe’s Digital Technology Division and global chief executive of the sister network Razorfish. There appear to be few major client conflict situations, but LBi’s relationships with Johnson & Johnson and financial services brands such as Lloyds TSB could pose issues for Digitas clients including Procter & Gamble and American Express.

Taylor said: "DigitasLBi represents the first time that insight, content and distribution has been brought together in one agency, providing clients with a truly integrated, best-in-class, global offering." Maurice Lévy, the Publicis chief executive, said: "Advertisers need a truly integrated and global digital network."

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Brexit reaction: Ad industry rocked by UK vote to leave EU
Shares0
Share

1 Brexit reaction: Ad industry rocked by UK vote to leave EU

Senior figures from across the UK's advertising industry have reacted with shock and dismay after the country voted to leave the European Union.

Just published