Publicis Bets on Ad Spend Spike in China, Buys Shop
ADOTAS – Eastward ho: the multinational Publicis Groupe has snapped up a full-service digital marketing agency called EmporioAsia in Shanghai. Publicis is the Parisian parent of Digitas, Starcom MediaVest Group, ZenithOptimedia Groupe and Leo Burnett. Financial terms of the deal were not disclosed.
EmporioAsia will be re-branded as EmporioAsia Leo Burnett; the current CEO, Vincent Kobler, will continue to helm the ship. The agency will operate under Leo Burnett’s Chinese umbrella.
The buy represents a serious effort on Publicis’s part to push into the digital sphere in general and increasingly Internet-savvy China specifically. Last year, China had about 150 million Internet users and the country will likely surpass the U.S. in 2009 in terms of the number of people online (only 10-15% of Chinese people are currently online – roughly half of Americans are pointing and clicking). And right now, interactive advertising captures about 2% of ad spend in China, compared to the 4-5% ad spend in the U.S.
EmporioAsia specializes in online strategy, creative, search marketing and analytics. Its clients include Hilton Hotels and ING Bank.
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