Publicis Groupe, the Paris-based ad agency holding company, plans to launch its own web portals and develop its agencies’ online content capabilities, the FT reports. As it prepares to complete its $1.3 billion acquisition of interactive agency Digitas, expected to boost its percent of digita; and interactive revenue to 15 percent, Publicis feels it must offer noteworthy online content as a way of enhancing its interactive bona fides and maintaining a certain influence among consumers and clients. As the FT notes, Publicis estimates the Digitas deal will make it the biggest group customer of Google, Yahoo and MSN—the three leading search advertising sellers. Publicis CEO Maurice Levy told FT the company wants to show it can add the human touch to automated advertising. Of course, Levy wouldn’t mind if the company can boost margins on digital campaigns, which tend to be significantly less than those for TV. The two web portals –- one of which will be based in the U.S and managed by David Droga, Publicis’ creative chairman, and one in France—are planned for launch in March or April.
Related:
-- After Digitas, Ad Agencies Look To Next Big—Or Even Small—Digital Acquisitions
-- Publicis Groupe Tries Shoring Up Interactive Services With Digitas Deal