Publicis Eyes a Merger of Hispanic Shops Bromley, PS&L

Publicis Groupe is mulling a merger of Bromley Communications, the second-largest Hispanic ad agency in the U.S. and one of the oldest, with a younger, hipper Hispanic unit, Publicis Sanchez & Levitan, sources said.

The discussions come as Publicis continues to sort out how best to incorporate Bcom3, which it purchased for $3 billion in September 2002 (Bcom3 owned Bromley). Also, the network has been looking to expand its Latino marketing capabilities, sources said. Publicis already handles an estimated $450 million in billings—some 15 percent of what the Association of Hispanic Advertising Agencies estimates is now a $3 billion ad market (and growing at an average rate of 17 percent per year, in terms of aggregate dollars billed by agencies).