Publicis ranks 4th globally after merger with Bcom3

PARIS: Publicis Groupe SA has announced the completion of its merger with Bcom3, forming the world's fourth-largest advertising and communications group.

Publicis also confirmed its strategic partnership with Dentsu, which has become a significant shareholder in Publicis through the Bcom3 merger. Through the merger, Publicis joins the top tier of communications agency leaders and now ranks fourth, with 4.6 billion euros of revenues, a portfolio of the world's top clients, and 37,000 employees worldwide. Publicis is first in Europe, third in the United States, and has significantly reinforced its position in Japan, as well as in Asia, through its partnership with Dentsu.

The Publicis 'difference' is made up of numerous global strengths:

- A worldwide presence which offers client services in 109 countries on five continents.

- Several leading and autonomously-managed global networks which reflect the different personalities, clients and brands of world leaders: Publicis Worldwide, Saatchi & Saatchi Worldwide, Leo Burnett Worldwide, D'Arcy Worldwide and Fallon Worldwide, providing clients with a choice of the 'best of the best' in advertising.

- Number one in media counsel and buying the powerful combination of Starcom MediaVest Group, third-largest worldwide in media counsel and buying, with Zenith Optimedia (held 75 per cent by Publicis and 25 per cent by Cordiant), fifth-largest globally in the sector, creates the world leader in the field, according to the Recma ranking for 2002.

An exclusive approach through 'La Holistic Difference', a concept pioneered by Publicis, which provides for an unprecedented understanding of the coordinated interplay of brand dynamics via all communications tools, providing new productivity and impact of messages, media, and audiences. Meanwhile the strategic partnership with Dentsu provides clients of Dentsu the benefits of Publicis's global offer, while it allows Publicis clients privileged access to the highly-competitive Japanese market and to Dentsu's services. In addition, Publicis and Dentsu will be able to develop activities in common, such as sports marketing, where Dentsu has a leading global position.tive media buys for specific audiences.

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