Publicis Buys Real-Time Trendspotter Relevant24

Media and marketing giant Publicis Groupe has acquired Relevant24 (R24), which uses real-time data to create multi-media branded content for clients. The firm will immediately be aligned with Publicis' Starcom MediaVest Group (SMG) division, enhancing its existing content solutions.

R24's current total of 23 staff are spread across offices in Boston, MA and Venice, CA, and uses a 'war room model' comprised of experts who identify trends each day and build them into the creation of original multi-media branded content. The firm will keep its identity and operate as a standalone unit within SMG: company founders Marc Gallucci and Lane Murphy will retain their current roles as CEO and President respectively, with Gallucci joining SMG's Global Leadership Council.

Publicis says the resulting boost to SMG's existing CONTENT[at]SCALE platform and its paid social media business will give it 'a formidable end-to-end offering in real-time, relevant brand storytelling across all consumer channels.'

SMG Chief Executive Laura Desmond says the buy will help her company extend our leadership: 'The landscape offers huge opportunity to capture data in real time and create a new paradigm in the strategic process, ensuring that messaging and distribution comes together in a way that is live, personalized, agile and tech-enabled.'

Web sites are at www.publicisgroupe.com and www.smvgroup.com .

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