Publicis and WPP continue digital acquisition spree

By Daniel Farey-Jones, campaignlive.co.uk, Wednesday, 18 January 2012 11:15AM

Publicis Groupe has bought French digital agency Mediagong, while WPP has acquired a third of Australian digital marketing agency DTDigital.

Maurice Lévy: chief executive of Publicis Groupe

Publicis Groupe, which is led by chief executive Maurice Lévy, is to align Mediagong, which has clients such as Accor Hotels and Danone, with Leo Burnett France.

The 50-strong agency will retain its name and will continue to operate under the leadership of founding partners Guillame de la Brosse, David Oks and Olivier Zetlers, who will report to Jean-Paul Brunier, president of Groupe Leo Burnett France.

Disciplines Mediagong is focused on include digital, community strategy, social media, brand content, advergaming and mobile.

WPP has looked further afield in snapping up a 33.3% stake, for a sum understood to be at least seven figures, in Australian agency DTDigital, which has clients including Honda and NAB.

WPP's wholly-owned operating company Ogilvy has acquired the stake in the agency, which employs more than 110 people in its Melbourne headquarters and at its Sydney and Brisbane offices.

Yesterday (17 January),WPP announced its research arm Kantar had struck an agreement to buy CIC, a social media research and consulting agency in China, subject to regulatory approval.

Last week, Kantar agreed to buy a majority stake in Oasis Insights, an insight and consultancy business based in Karachi, Pakistan.

Follow Daniel Farey-Jones on Twitter @danfareyjones

This article was first published on campaignlive.co.uk