Wcube Buy Increases Publicis' Digital Breadth
- by Gavin O'Malley @mp_gavin, September 13, 2007
The Paris-based holding company said Wcube--now named Publicis Modem France--is key to the expansion of its global digital network, which also includes marketing services firm Publicis Dialog.
"To be doing this in France is just very special," said Martin Reidy, CEO of Publicis Modem and Publicis Dialog. "This is where it all began for Publicis Worldwide." Financial terms of the deal were not disclosed.
Xavier Gury and Thierry Vandewalle, Wcube's present co-presidents, are staying on to lead the agency under Philippe Lentschener, CEO of Publicis France, and Reidy.
Launched in 1995, Wcube has grown to 60 employees, providing creative, technical and analytical services to clients, including Coca-Cola's Sprite, fashion house Jean-Paul Gaultier, Lee Jeans and Sara Lee.
Publicis has already worked together with Wcube on several accounts, including HP and Cap Gemini, the French information-technology consulting concern.
Said Reidy: Publicis CEO "Maurice Levy and I spent a lot of time with them. It was like [Wcube] already had Modem DNA because of their focus on measurement and ROI, and [on] strategy and marketing rather than just site design."
Publicis Modem, which became part of Publicis Worldwide last May, already has offices in San Francisco, London, New York, and Connecticut. By the first quarter, Publicis Modem will continue its aggressive expansion into Germany, Spain, Italy, Toronto, Montreal, Mexico City, and several points in Asia, according to Reidy.
"We're obviously open to acquisition, but Modem's expansion through the first quarter will mainly be organic," he explained.
Modem's global expansion will continue alongside Publicis Dialog, which has offices in 36 countries. Globally, Publicis Modem focuses on digital and interactive skills alongside marketing services network Publicis Dialog. They are complementary operations, and work closely together under the Publicis Worldwide umbrella.
