Another BRIC in Publicis' Wall | Adweek Another BRIC in Publicis' Wall | Adweek
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Another BRIC in Publicis' Wall

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Publicis Groupe continues its expansion in key markets, today taking a 49 percent stake in the Talent Group, a 260-person communications firm in Brazil. It house two agencies: Talent and QG Propaganda.

Julio Ribeiro helms the former and Paulo Zoega runs the latter; those execs will continue to lead their respective operations.

The shops, headquartered in Sao Paulo, provide services ranging from creative development and media planning to events, promotions, digital campaigns and PR. Key clients include Toshiba, banking conglomerate Santander, insurer Mapfire and local cable/Internet provider Net.

Talent and QG will maintain their separate brand identities and operate under the Publicis Worldwide network. The deal includes options for the French holding company to acquire a majority stake in the future. Financial terms were not disclosed.

Publicis has by far been the most aggressive of the global ad groups in terms of expanding via acquisitions, and it has made the BRIC nations, and Brazil in particular, a priority. Earlier this year, it acquired digital shop AG2 and took a stake in traditional ad shop Takerka. All told, Publicis employs 1,000 staffers in Brazil.

In July, as Publicis reported a surge in first-half revenue and profits, CEO Maurice Levy (pictured) said expansion in Asia and elsewhere was top of mind. Expect more moves to come, most likely in China, where Levy has said acquisition targets have already been selected. Last week, Publicis scooped up India-based players 20:20 Media and 2020Social.