The World: Sao Paulo - Publicis Groupe in purchase of Tribal agency

Publicis Groupe has acquired Tribal, the Sao Paulo-based digital agency.

Tribal, which launched in 1998, specialises in a range of services including strategic brand planning, marketing analytics, web development and marketing technologies.

The agency's clients include Microsoft, Chrysler, Philips and Whirlpool.

The acquisition of Tribal is in line with the international roll-out of the Digitas global network, which Publicis Groupe acquired in 2006.

Laura Lang, the chairman and chief executive of Digitas, commented: "The acquisition of Tribal is key for strengthening our global operations and expanding the Digitas network in Latin America."