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Publicis Groupe has acquired 51 percent of New York-based social media agency Big Fuel with an option to increase its holding to 100 percent from 2014, according to TechCrunch. Ad Age originally reported that Publicis was in talks with Big Fuel last week.
Big Fuel will be part of Publicis’ VivaKi unit, which specializes in digital media, and will serve as a strategic “social media center” for some of Publicis’ other agency properties, including Digitas, Razorfish, Starcom MediaVest Group, and Zenith Optimedia.