The World: Milan - Publicis Groupe swoops on Italian media agency

The Publicis Groupe spending spree has continued with the acquisition of the Italian media shop Muraglia, Calzolari & Associates.

The Milan-based operation, whose clients include Heineken, Parmalat and Vodafone, will be renamed MC&A MediaVest and operate as an outpost of the Publicis-owned Starcom MediaVest Italy.

Marco Muraglia, the MC&A chief executive, will occupy a similar role at SMG Italy once the deal is complete. Roberto Calzolari, the MC&A general manager, will become chief executive of MC&A MediaVest.

Under the chairman Maurice Levy, Publicis Groupe's recent buys include the digital specialist Digitas for $1.3 billion.