Publicis continues to embrace BRIC economies

On Tuesday Publicis Group, the French multinational advertising and communications group, announced its eighth deal in China in the last five years. It has agreed to acquire the Chinese public relations agency, Genedigi, with offices in Beijing, Shanghai and Guangzhou.

Publicis is a serial acquirer, having completed 85 transactions since the beginning of 2000, and even with the vast majority of these deals having an undisclosed purchase price, they have managed to rack up deal values totalling over $6.3bn.

The eight deals in China since 2006 suggests this is an organisation keen to embrace the Dragon economy. No doubt recognising that with a population of over 1.2 billion people, there are going to be an awful lot of corporates which are going to want their corporate messages reaching even the most remote inhabitants of China.

When you look at the geographical spread of the most recent deals, it’s not just the ‘C’ in the BRIC countries where Publicis has been busy. It has been very acquisitive in Brazil in the last two years, with the acquisition of seven companies, and 2011 has seen another foray into India, with a majority stake being taken in Watermelon Healthcare Communications.

At this point Russia appears to be the only BRIC market Publicis is being slow to enter, although its track record would suggest it’s not a case of if, but when.

Filed under: BRIC, China, India, marketing, Russia, Brazil