Digitas Chairman-CEO Laura Lang said that adding Tribal will enable Digitas to strengthen its global operations and capabilities in Latin America. "Brazil is poised for significant growth as internet/broadband penetration accelerates in the next two years," she said. "From a digital perspective, Brazil is vital for our clients and Tribal gives us a center of excellence to leverage in an important growth market."
Digitas will be the fifth Publicis Groupe brand to work in Brazil, joining Publicis, Saatchi & Saatchi, Leo Burnett and Fallon.
According to the Publicis press release, Tribal was founded in 1998. The agency's major clients include Philips, Microsoft, Chrysler and Whirlpool, and it has campaigns in 20 different countries. Its international coverage grew 70% in 2007 and about 50% in 2008.