Omnicom Extends Its Reach in China

NEW YORK Omnicom Group said today that it acquired a majority stake in Chinese company Unisono Fieldmarketing.

The Beijing-based company provides point-of-purchase capabilities through satellite mapping for multinational and local clients and has offices in 25 cities in China. Terms were not disclosed.

In a statement, Omnicom’s chairman, CEO of Asia Pacific Michael Birkin said, “China is a key strategic market for Omnicom. All our global networks are experiencing significant growth. The addition of Unisono Fieldmarketing is particularly important as it adds substantial scale and reach to meet the increasing needs of our clients in China’s rapidly growing consumer goods and services market.”

Serge Dumont, Omnicom’s president of Asia Pacific, praised Unisomo as “a leader in its discipline,” in a statement, and said the purchase of a stake in the company “demonstrates once again our firm commitment to China and our determination to offer our clients a wide range of quality services throughout the country.”

Unisono has 2,000 employees supervising more than 200,000 points of purchase in various channels such as hypermarkets, supermarkets, department and convenience stores, and pharmacies.

Unisono CEO Olaf Litjens said in a statement that with the company’s 20 years experience in the discipline, “we believe that the partnership with Omnicom creates a solid and exciting platform to further develop our already leading position in China.”

Omnicom will put Unisono under its Diversified Agency Services (DAS) group. The holding company has 5,000 clients in 100 countries.

New York-based Omnicom is the parent company of advertising agencies BBDO, DDB, TBWA, GSD&M and Goodby, Silverstein & Partners. It also owns Proximity, GMR, Porter Novelli, Ketchum and Fleishman Hillard, among others.