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Think globally, act locally. That’s one interpretation of Publicis Groupe’s merger this month of its namesake global agency with a local shop to create Publicis Kaplan Thaler in New York.
In short, The Kaplan Thaler Group is a more recognized brand name in the local market, though Publicis is larger. In that sense, the merger recalls the 2009 rollup of Interpublic Group shops Lowe and Deutsch. Back then, the global Lowe brand ceded to Deutsch in New York.
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