The deal will create the largest Portuguese-owned agency in the market, worth 230 million.
To be known as Brandia Central de Comunicacao, the agency will have a combined staff of 350 and plans for rapid international expansion with a projected growth rate of 7 per cent a year until 2008. Rui Trigo, the chief executive of Central de Comunicacao, will head the company.
Brandia's agency portfolio includes the media planning agency Nacion Media as well as the ad agencies Nova Publicidade and The Basement.
Central de Comunicacao's businesses include the ad agency MKT and the media shop Ipsis.