CFO World

Publicis Groupe acquires NZ agency MBM

The acquisition of digitally progressive, data-centric local agency bolsters its agency service offering in New Zealand

Publicis Groupe A/NZ has acquired New Zealand’s largest independent agency, MBM, expanding the ad giant’s Kiwi footprint with a local full-service media business with offices in Auckland and Wellington.

MBM will retain its branding and all services, with the managing partners, Matt Bale, Sean McCready and Alysha Delany, to work collaboratively with Publicis Media New Zealand CEO, Alistair Jamison.

“New Zealand is an important growth market for the Groupe and the acquisition of MBM is the first in a series of investments we will be making in the region to further strengthen our existing brands and grow new capabilities here,” Publicis Groupe CEO for A/NZ, Michael Rebelo, said in a statement.

MBM was founded in 2010 and has won over 30 local awards, including being named CAANZ Media Agency of the Year in 2014 and 2015. Its longstanding key clients include Trade Me, Z Energy, TSB, Whittaker’s, VTNZ, Fisher & Paykel and Goodman Fielder. Its recent new business wins have included Burger King and Tower.

In a joint statement, MBM managing partners said they are looking forward to growing MBM as a data-led communications agency.

“We have invested significantly in our digital and analytics capabilities over the last few years, and we have a solid foundation of fantastic local clients,” the statement read.

“This puts us in a great position to continue to grow into the future, with a commitment to bring success to our clients through the power of data-led communications. … This new partnership combines MBM’s entrepreneurial spirit and highly talented team with the scale, resources and tools of a significant international agency group, to increase our focus around data-led communications.”

Publicis Media A/NZ CEO, Toby Barbour, also highlighted the New Zealand agency's progressive approach.

“MBM is an exciting agency with a data-centric and digitally-progressive approach that has proven to be its key differentiator and strength,” he said in a statement.

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