has bought Net@lk, a social-media services provider in China. The terms were not disclosed, but the deal is part of a massive $4 billion commitment to acquisitions that the company pledged to make
over the next five years.
Net@lk is comprised of four divisions, including the namesake social agency and a sister shop Simone. In addition, the company owns social content producer Lenx
and monitoring, research and analytics firm Buzzreader.
Those units will be aligned with different Publicis Groupe agencies. Net@lk and Lenx will be tied to DigitasLBi. Simone will be
merged with the social-media operation at Razorfish, and Buzzreader will be aligned with VivaKi.
Publicis said that Net@lk CEO Lamy Zang will lead the newly merged DigitasLBi Net@lk
operation, reporting to Roy Capon, CEO of DigitasLBi APAC.
“The Net@lk acquisition is another realization of the Publicis Groupe strategy for digital leadership in China,”
stated Jean-Yves Naouri, COO Publicis Groupe.
It was at the company’s Investor Day in April that Publicis Groupe CEO Maurice Levy revealed plans to spend $4 billion over the next five
years on acquisitions focused on rapidly growing markets like China, India and Brazil.
Not that the company has been a laggard in the acquisition space. It spent roughly $1 billion last
year alone to buy digital shops LBi and Rokkan. The prior year, it spent nearly $600 million to acquire Rosetta.
The acquisition strategy going forward is designed to help the company reach
its stated target of having 75% of the company’s revenue come from digital and rapidly growing markets by 2018.