Advertising is la joie de vivre for Publicis. One of the world's largest advertising and media services conglomerates, the company provides a wide range of corporate communication and media services, including creative advertising, media and campaign planning, marketing, and public relations. Its flagship advertising networks include Leo Burnett, Fallon Worldwide, Digitas, Razorfish, and Saatchi & Saatchi; Publicis' Starcom MediaVest and ZenithOptimedia units are among the world's largest media planning enterprises. The company has served such big names as Cadbury, Coca-Cola, General Mills, Hewlett-Packard, and Procter & Gamble through offices in more than 200 cities and 100 countries.
As the digital arena continues to reign supreme in the advertising industry, Publicis uses acquisitions to strengthen its position in this key strategic area. In mid-2011 it bought Rosetta Marketing Group for $575 million. The purchase broadened Publicis' digital offerings even further as Rosetta offers consulting services along with expertise in digital marketing, search engine advertising, and media planning and buying. A few months later, it swallowed up public relations firm Schwartz Communications and integrated it into MSLGROUP, its strategic communications network. That purchase created Schwartz MSL and specifically enhanced Publicis' position in Boston and San Francisco.
In addition to the fast-growing market of China, the company is looking to expand into India; it plans to either open additional offices in the country or use it as an outsourcing post to serve other parts of the company. Overall Publicis sees Brazil, China, India, Mexico, Russia, and Turkey as emerging markets ripe for growth. Most recently, the company has set its sights on Brazil, and in mid-2011, it acquired a 60% stake in DPZ, a large advertising agency in Brazil owning four offices throughout the country. Months earlier, Publicis obtained another 60% stake in The Talent Group, a Brazil-based advertising firm, and it also snatched up GP7, a Sao Paulo-based agency with expertise on emerging social classes as well as travel and tourism. All three deals helped Publicis boost its presence in the fifth-largest country in the world.
Publicis' Healthcare Communications Group segment got a boost in 2010 through the acquisition of Resolute Communications Ltd, a public relations and consulting agency focusing on the heath care sector. Catering primarily to the UK market, Resolute has offices in London and New York. The division was also enhanced through Public's earlier acquisition of In-Sync, a market research firm catering to biopharmaceutical companies around the world. In-Sync is based in Canada. – less
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