Publicis acquires South African agency

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JOHANNESBURG -- Publicis, the Paris-based advertising agency, has expanded its network to South Africa by acquiring a majority stake in Johannesburg-based Partnership in Advertising, an agency it has had long-time links with via FCB's minority stake in the agency. As part of the divorce settlement earlier this year of the global partnership between Publicis and FCB-parent True North Communications, the U.S.-based network agreed to sell its interests in South Africa and a handful of other countries to Publicis. Recently, Publicis also acquired Mojopartners in Australia and New Zealand.

Publicis has long been associated with Partnership in Advertising, servicing such international clients as Nestle and L'Oreal. The Johannesburg agency has a staff of 54 and projected 1997 billings are $23.5m. Founded in 1974, the agency's clients include United Bank, Chicken Liver, Cadbury, Qantas, Whirlpool, Bic and Independent Newspapers.

Over the past 18 months, Publicis has mounted an ambitious effort to expand its network outside Europe. The network, with annual billings of $4bn, has a direct presence in 89 cities and 44 countries. Outside of Europe, Publicis claims a significant presence in Canada, the U.S., Mexico, Brazil, Singapore and the Philippines. Its main international clients include Allied Domecq, British Airways, Coca-Cola, Hewlett Packard, L'Oreal, Nestle, Qantas, Renault, Sara Lee/Dim, Siemens, Tefal/Rowenta, Thomson Multimedia and Whirlpool.

Copyright September 1997, Crain Communications Inc.

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