Publicis Groupe continues Kiwi expansion

Hot on the heels of its recent acquisition of New Zealand’s largest independent agency, MBM, Publicis Groupe has picked up customer experience agency, Affinity ID.

Founded in 1999, Affinity ID will be under the new mantle of Digitas Affinity ID, and join the Publicis Groupe’s global network of 34 offices across 22 countries.

Publicis Groupe A/NZ CEO, Michael Rebelo, said the local market intelligence, breadth of expertise and trailblazing attitude of the Affinity ID team will be a huge asset to the Digitas brand’s launch into New Zealand and indeed, all of the Groupe agencies.

“New Zealand is a key market for APAC, and the launch of Digitas through Affinity ID completes an important part of the picture for us here," he said. "In addition to our creative, strategic, digital and media expertise, and under the ‘Power of One’ platform, we can provide clients seamless access to best in class, data-driven customer experience capabilities.

“Our industry is transforming rapidly. We’re committed to adapting and evolving our offering at equal pace, so we can continue to be the collaborative, connected partner our clients need us to be.”

Digitas Australia and New Zealand CEO, Adrian Farouk, added clients want their agencies to help navigate the ever more complex digital ecosystem.

“To do this well in New Zealand requires us to be on the ground and amidst the action. We are excited to bring into the fold a smart group of people in Affinity ID, who will help build on Digitas’ strength as The Connected Marketing Agency by using data to fuel creativity.”

The deal comes just a week after the acquisition of MBM. At the time, Rebelo said in a statement: “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.”

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