Publicis Groupe Buys Social Media Shop in Italy

Makes Ambito5 part of Saatchi's operation there

Publicis Groupe today acquired Ambito5, a leading social media agency in Italy.

The shop, which has 45 employees and works on brands such as Barilla, Swatch and L'Oréal, will be integrated into another Publicis Groupe unit: Saatchi & Saatchi Italy. Why? Because Ambito5 has already worked closely with Saatchi on ads for the likes of Toyota, Lexus, Procter & Gamble and Ferrarelle.

Ambito5 general manager Giuseppe Mayer will maintain his current role, while founder Max Brondolo will become president of the board of directors. Saatchi Italy CEO Giuseppe Caiazza, meanwhile, will join the board as well.

"We are confident that this addition will further strengthen our creative and digital leadership in Italy," Caiazza said, in a statement.

Brondolo, for his part, said that Ambito5 had been "looking for a way to bring a global dimension" to its services for awhile.

Publicis Groupe has been on acquisition spree of late. Also this month, the holding company bought Berlin-based business-to-business marketing agency Zweimaleins to create a new German b-to-b agency know as Saatchi & Saatchi Pro. Other deals involved design agency Turner Duckworth, design consultancy Nurun and digital shop Arcade, in which Publicis Groupe took a minority stake.