Publicis Groupe announced today that it has taken a 51 percent stake in Big Fuel, a New York social media agency. Big Fuel will be integrated with Vivaki as the social media arm of the company’s digital firms, which include Digitas and Razorfish.
According to the press release announcing the stake, Publicis could purchase 100 percent of the company by 2014.
Big Fuel has 170 employees, growing from 30 in 2010. Publicis’ press release also states that the company is expected to experience a 500 percent year-over-year increase in revenue to nearly $30 million. Its clients include GM, Clorox, and Colgate-Palmolive.
Last week, Ad Age speculated about the move, writing, “All told, the Big Fuel acquisition gets Publicis one step closer to achieving its goal of deriving 35% of total revenue from digital business.” The article goes into detail about Publicis’ May acquisition of Rosetta Marketing Group for $575 million, another digital investment.