NEW YORK (AdAge.com) -- Publicis Groupe has bought 49% of France's leading interactive marketing agency, Business Interactif. The holding company announced it will pay 68 million euro and 2 million shares of Publicis stock (together worth 137 million euro, or $182 million) for the minority stake.
Under the terms of the deal, Business Interactif will report to Digitas -- also a recent Publicis acquisition -- as part of the holding company's quest to broaden the digital shop's global footprint.
"We are taking some very decisive steps at the moment implementing our international strategy and rolling out our brand on a global scale," David Kenny, chairman-CEO of Digitas and VP-Publicis Groupe, said in a statement. "Digitas is now capable of servicing the most demanding European clients from its French and U.K. platforms."
Business Interactif provides recruitment and loyalty programs, sponsored links, e-mail and marketing campaigns, search-engine optimization, and site design and implementation for marketers such as L'Oreal, Nestle, Lancome and the International Olympic Committee.