Publicis Sharpens Focuses on Web Content
French advertising conglomerate Publicis divulged to the Financial Times that it plans on contributing more to its Internet content after its $1.3 billion takeover of Digitas finally closes. Digitas specializes in the interactive and healthcare marketing industries, while Publicis operates as a marketing group.
Publicis has been speculating that the deal to acquire Digitas will make it one of the biggest purchasers from Google, Yahoo and MSN, which lead the web search advertising market. Additionally, in an effort to increase its Web presence, Publicis plans on launching its own Web portals.
According to the Financial Times, Publicis’ initiative is spurred by the group’s goal to be a prominent web content provider, to avoid its agencies losing client connectivity, and for the fear of branding campaigns becoming less effective in digital media, where consumers can easily ignore, edit or comment on advertising.
Saatchi & Saatchi and Leo Burnett are only a few of the portals that will have increased capabilities along with the launch of Publicis’ own web portal. The latter company also revealed that March or April will see the new launch of two portal projects, one of which will be in the United States and the other will be in France.
Maurice Lévy, chief executive of Publicis Groupe, said in a statement to FT, “Search advertising could produce valuable results for brands but would not reproduce the “halo effect” they got by effective advertising on press or television.” Levy also added, “Due to the sheer number of people going through Google or Yahoo every day, they are having to take an almost mathematical approach to advertising. That is great for them, but what you lose is the human touch.”
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