• by Joe Mandese , February 28, 2007

On the heels of its $1.3 billion acquisition of Digitas, Paris-based agency holding company Publicis Groupe plans to accelerate its position in digital media and interactive marketing services with a goal of deriving 25% of its total company revenues from digital interactive and mobile marketing services by 2010.

That goal, outlined in a release this morning of the company's 2006 annual results, will be achieved through a combination of additional acquisitions, as well as expanding its in-house capabilities.

"The acquisition of Digitas finalized at the end of January 2007, gives Publicis Groupe an ideal base for expansion in digital communications, and will provide critical expertise for the Groupe's holistic offering around the world," Chairman-CEO Maurice Levy said in the earnings statement.

That digital expansion strategy is being developed by Digitas CEO David Kenny, who also serves as a member of the Publicis executive committee and head of its digital planning team. The company said the plan would include "training and recruitment of new digital talent," "an active policy of targeted acquisitions, particularly in Europe and Asia," and "consolidating leadership in media agencies, a key strength for expansion in digital communications."

Levy noted that Publicis' media agencies currently represent 26% of the company's overall revenues, which already look to be gaining this year based on recent big new business media wins, including Wal-Mart, Fox Entertainment, and Wendy's.