Publicis Groupe SA: Acquisition of the Chinese agency Genedigi

French multinational advertising company Publicis announced the acquisition of Genedigi, a Chinese agency of 400 people, specializing in public relations and marketing. It will report to the pole MSLGROUP, which becomes “the largest public relations network in China with over 650 employees in 11 offices in mainland China, Hong Kong and Taiwan”.

Publicis seeks to double its business in China in three years. The advertising group has already bought Eastwei Relations at the end of last year, and Interactive Communication & Dreams this year.

According to ZenithOptimedia, a subsidiary of Publicis, the Chinese market grew by 17% in 2010 and shows a double-digit growth in 2011.

Publicis is pursuing its strategy in emerging markets including China. No detailed figures on the acquisition of Genedigi yet, but the purchase reinforces the group’s market share in this dynamic market.

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