Publicis Buys Search Shop Performics
NEW YORK Publicis Groupe has struck a deal with Google to buy search specialist Performics.
The 200-person shop will serve as a company-wide search resource for Publicis agencies. It will become part of the recently formed VivaKi unit, which combines Publicis’ digital assets from Digitas, Starcom Mediavest, Zenith Optimedia and Denuo. It will bring to Publicis one of the top search agencies, boasting offices in Chicago, New York, San Francisco and five overseas markets.
Terms of the transaction were not disclosed. The deal is expected to close in the third quarter. WPP Group was reported as another finalist in the bidding for Performics.
The acquisition will enhance VivaKi’s performance marketing capabilities. It also houses mobile shop Phonevalley, bid management tool Click2Sales and iBase’s e-mail marketing.
“Clients are wanting to continue to grow in search,” said Curt Hecht, president of the VivaKi Nerve Center. “It’s our goal to build out our performance-marketing suite.”
The sale of Performics was widely anticipated. Google acquired the shop through its $3.1 billion deal to buy DoubleClick. Analysts panned the prospect of Google owning a business that buys ads from it and helps clients determine how high to rank its results. After closing the DoubleClick deal in March, Google had indicated its intention to sell off the search business.
Google is not, however, selling all of Performics. The deal does not include the company’s affiliate marketing unit, which Google is integrating into its current operations.
Performics will continue to operate under current management, reporting to Hecht. The Nerve Center is building company-wide tools that can be used by Publicis agencies. Hecht said Performics would contribute to this while operating its agency business.
“That’s what’s in its DNA,” he said. “They’re good at building apps and technology.”
