Publicis Groupe Takes Full Control of Bartle Bogle Hegarty

Can BBH retain its historic independence?

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It’s a new era at Bartle Bogle Hegarty. Publicis Groupe has taken full control of the agency after founders Nigel Bogle and John Hegarty sold the remaining 51 percent of BBH shares to Publicis Groupe.

In a separate transaction, the Paris-based holding company said it is acquiring Brazilian creative hot shop NEOGAMA/BBH, buying the 34 percent owned by BBH and 66 percent from agency founder Alexandre Gama and his partners. In recent months, BBH and Publicis Groupe reportedly competed to obtain a controlling stake in the Sao Paulo-based agency, which works on BBH global clients like Johnnie Walker and Unilever.

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