Publicis Strengthens Its Digital Offerings With New Acquisition

Lately, it seems Paris-based holding company PublicisGroupe is loathe to let a month go by without acquiring at least one new company. The company gobbled up China's EmporioAsia in June, swiped South Korean agency Portfolio in July, and took Performics off Google's hands in August.

Looks like September is no different. The company announced today it would acquire Seattle's PBJS, a 26-person strong digital marketing and events shop that has been active since 2003, for an undisclosed amount. PBJS clients include AT&T, Intel, and Boys & Girls Club of America.

The move is the latest in Publicis' aggressive bid to move into online, starting with its announcement of VivaKi, a branch dedicated to digital, in June. Companies under the VivaKi aegis include Starcom, Performics, Digitas, and ZenithOptimedia. The move is already seeing successes -- Zenith announced today that videogame manufacturer Ubisoft had tapped it for strategic planning and buying following a review. Ubisoft spent $40 million on advertising last year.

With these aggressive acquisitions, Publicis seems to be perhaps the most forward-looking of the Big Four holding companies, expanding into both the emerging markets of Asia, as well as recognizing the ever-growing importance of online.