Publicis has bought Dutch ad agency LBi International for €416m, as the French marketing giant continues on the acquisition trail to boost its digital advertising reach. The deal follows a spate of mergers and acquisitions amongst agencies as larger groups buy up the few remaining faster growing digitally-focused smaller shops. Back in June, Martin Sorrell's [...]

Publicis has bought Dutch ad agency LBi International for €416m, as the French marketing giant continues on the acquisition trail to boost its digital advertising reach. The deal follows a spate of mergers and acquisitions amongst agencies as larger groups buy up the few remaining faster growing digitally-focused smaller shops. Back in June, Martin Sorrell's advertising giant WPP bought digital agency AKQA, while in July, Japanese ad giant Dentsu agreed to buy marketing group Aegis.


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"The acquisition of LBi is another step forward in further strengthening our digital operations" Publicis Chief Executive Maurice Lévy said in a statement.
Publicis's existing digital units include Digitas, Razorfish and Rosetta.