Publicis Buys to Create China PR Leader

Marketing services giant Publicis Groupe has agreed to acquire Genedigi Group, one of China's largest independent PR and marcoms agencies, and will align it with its flagship PR business MSLGROUP. Genedigi also boasts an in-house market research centre. Terms were not disclosed.

Genedigi was founded in 1997 and employs 400 communications professionals in offices in Beijing, Shanghai and Guangzhou, across public relations, event marketing, digital marketing and the MR centre. Mr. Xiao Jun, Chairman of Genedigi, will retain leadership of his firm with the existing management team, and will now report to Glenn Osaki, President of MSLGROUP Asia. Genedigi will maintain its current name.

Along with a number of other agency acquisitions in China, the deal reflects Publicis' strategy to increase its revenue from emerging markets to 30% over the next three years (from 22.7% in 2010). In China, the group has set the objective of doubling its size.

The deal makes MSLGROUP the largest public relations network in Greater China, with more than 650 staff across 11 offices in mainland China, Hong Kong and Taiwan. CEO Olivier Fleurot comments: 'We are honored to have Genedigi, one of China's largest and most respected Chinese PR agencies, join the MSLGROUP family. This move reflects our commitment to offering clients solutions that are tailored to the Chinese market and to supporting fast-growing domestic industries.' Jean-Yves Naouri, Publicis Groupe COO and Chairman of China Publicis Groupe,says the company will 'continue making significant investments across this promising market'.

Xiao Jun says MSLGROUP will provide a leading international network for Genedigi's clients, while the union 'will further enhance MSLGROUP's capabilities and make it the true market leader in Greater China.'

Web sites are at www.genedigi.com , www.mslgroup.com and www.publicisgroupe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.