Publicis merges Digitas, LBi into digital network

PARIS: Publicis Groupe is merging Digitas and LBi to form an integrated digital agency network.

PARIS: Publicis Groupe is merging Digitas and LBi to form an integrated digital agency network.

LBi CEO Luke Taylor will serve as global chief executive of the new network, which will be named DigitasLBi. Taylor will report to Bob Lord, CEO of Publicis' digital technology division. A team of senior LBi, Digitas, and Publicis executives, led by Digitas and Razorfish international CEO Stephan Beringer, will oversee the merger process.

DigitasLBi will consist of 5,700 digital and technology professionals in 25 countries and offer services such as strategy and analytics, performance marketing, service design, e-commerce, content development, mobile, search, and social media.

Digitas North America CEO Colin Kinsella will continue in his role, as will Ewen Sturgeon, CEO of LBi Europe, Middle East, and Asia.  

Publicis-owned MRY will remain a standalone agency, unaffected by the formation of DigitasLBi.

Digital accounts for more than 35% of Publicis' revenue, the holding company said.

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