Publicis Groupe has acquired an additional 11% stake in Brazil's Talent Group. The move hikes its stake in the Brazilian advertising firm to 60%. Publicis Groupe had earlier acquired 49% of Talent in October 2010.

This latest move does not impact Talent management, and the agency remains under the leadership of founding partners Julio Ribeiro and Paulo Zoega. Talent will continue to align under the Publicis Worldwide global advertising network. Publicis Groupe will be able to consolidate Talent in its numbers from April 5, 2011, said the announcement.

With more than 230 employees, Talent is one of the most prominent advertising groups in Brazil, and provides advertising services such as strategy, creative, media planning, digital communication, below-the-line, promotion, activation and mass media communication.
 
This transaction is in line with Publicis Groupe's strategy of targeted acquisitions aimed at bolstering its presence in high-growth markets such as Brazil. According to ZenithOptimedia forecasts (April 2011), Brazil ad expenditure grew by 18.1% in 2010. The forecasts predict a 9.5% increase over the course of 2011, followed by 7.0% and 7.2% growth in 2012 and 2013 respectively.

Brazil is to become the sixth ad market in the world in 2011. Publicis Groupe has around 900 employees in Brazil and is present through its global networks Leo Burnett, Publicis Worldwide, Saatchi & Saatchi, VivaKi, and MSLGROUP.

Commenting on the acquisition, Jean-Yves Naouri, Chief Operating Officer Publicis Groupe & Executive Chairman Publicis Worldwide noted that Brazil is one of the most promising markets in the world and Talent is one of the most accomplished agencies in Brazil. This partnership will fuel growth for both partners and signals Publicis Worldwide's continued intent to build strength in fast moving BRIC markets, said Mr Naouri.

France based Publicis Groupe is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe employs approximately 49,000 professionals and offers local and international clients a complete range of advertising services through three global networks.

The networks include Leo Burnett, Publicis, Saatchi & Saatchi, and numerous agencies including Fallon, 49%-owned Bartle Bogle Hegarty, and Kaplan Thaler Group. VivaKi develops new services, tools, and next generation digital platforms. Publicis Groupe offers healthcare communications with Publicis Healthcare Communications Group.

Publicis Worldwide ranks among the largest global marketing communications companies. The network spans 82 countries with approximately 9,000 employees. Its total offering includes advertising; interactive and digital marketing; CRM and direct marketing.

18th April 2011