Publicis Groupe reached an agreement to acquire four-year-old Italian independent media agency Muraglia, Calzolari & Associati.
Upon closing, the agency will be renamed M, C&A MediaVest and
will operate separately from Starcom Italia as part of Starcom MediaVest Group Italia -- which will now be headed by former M,C&A chief executive officer Marco Muraglia, who had been CEO at Initiative
before co-founding the agency.
The other M, C&A co-founder Roberto Calzolari, who had served as general manager, will become CEO of M,C&A MediaVest. Prior to teaming up with Muraglia, he had
been GM at Carat Italia.
Publicis Groupe said the acquisition makes it the third largest media group in Italy, and Starcom MediaVest Group Italia the fourth largest media agency.