• by Joe Mandese  @mp_joemandese, July 31, 2007

Publicis Groupe continued its aggressive expansion into digital advertising services, this time making a major acquisition in what many believe to be the fastest-growing major media marketplace in the world: China. Publicis this morning said it acquired Communication Central Group, the largest independent interactive marketing agency in China, for an undisclosed sum.

The move comes on the heels of Publicis' $1.3 billion acquisition of Digitas, and adds a 200-person organization that makes the Paris-based agency holding company the regional leader in digital and interactive communications in China.

"When we acquired Digitas earlier this year, we announced our intention to establish a cutting-edge international digital network within our group," Publicis Chairman-CEO Maurice Levy said in a statement.

According to the most recent figures from Paris-based agency researcher RECMA, Publicis' digital media organization ranked third among the world's largest holding companies as of June 2007, with a global workforce of 897. The acquisition of Communication Central Group should help close the gap with No. 2 WPP Group's 1,224 employee organization and Aegis Group's No. 1 1,400 person organization. Omnicom ranks fourth with a 590 person organization.

Upon closing of the deal, privately owned CCG will be rebranded Digitas Greater China, indicating that Publicis plans to centralize its digital brand identity aground the Digitas name.