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Publicis Groupe has reached a conditional agreement to buy the agency LBi for $540 million, ending months of speculation about which holding company—WPP, Interpublic and Omicom being the others—would snag one of the few big fish left swimming independently in the digital ad agency ecosystem.
Amsterdam-based LBi counts Coca-Cola, Johnson & Johnson, Volvo and Ikea as major clients. It reported earnings of $154 million during the first half of this year, marking an 18 percent lift compared to the same period in 2011.
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