Interpublic Group (IPG), one of the world's leading organizations of advertising agencies and marketing service provider, recently announced acquisition of FUSE, a digital and interactive agency based in the UK. With this acquisition, FUSE will now add strength to Interpublic’s GolinHarris network (GH International); being a part of the company’s current digital and interactive capabilities.
The advertising industry has become even more competitive and dynamic with rapid propagation of media channels and acceleration of interactive technology development.In order to withstand the competitive pressures, big banners like Interpublic group are needed to gear up for addressing more widespread mass audiences in a cost-effective way.
In such a scenario, FUSE acquisition is anticipated to significantly strengthen digital, interactive and creative offerings. The added capabilities will allow optimal and affordable solution to its clients, designing a customized mix of advertising and marketing communications services purposefully.
FUSE has been successfully blending the art of design with the power of technology to create unique digital experiences since 2004. Its offices in London and San Francisco serve clients, such as Unilever, Bissell, Tia Maria, Top Trumps and Dove. GolinHarris (GH), on the other hand addresses the increasing influence of digital and social media in communications.
The agency’s new g4 model with dedicated specialists — strategists, creators, catalysts and connectors — are embedded in one seamless package delivering value, while strengthening client relationship.
FUSE will merge its employees and operations with GolinHarris' offices in London but will retain its name. FUSE’s founders Doug Ayres, Simon Hobbs and Jon Meggitt will lead the company and report to Jonathan Hughes, president, GH International. The terms of the deal were not yet disclosed.
Few days earlier, Interpublic Group also announced the acquisition of a leading German Consumer Lifestyle Agency, Nicole Weber Communications (NWC), which has offices in Hamburg and Munich. With this acquisition, NWC also became a part of the IPG’s GolinHarris network; adding new resources to help sustain the agency’s strong growth trajectory.
Since 1996, NWC specializes in consumer public relations and lifestyle marketing. Their strong consumer lifestyle capabilities will complement GH International’s existing financial and corporate communications practices in Frankfurt. The acquisition will strengthen IPG’s future growth strategy in Europe, expanding their German market share while teaming up with NWC.
On the other hand, NWC has been serving major national and international brands, including Henkel Cosmetics, Renault, Asos.de, Coral Mexx, Pringle of Scotland, Campari and Hendrick's Gin, among others. With this acquisition, these clients will be able to expand their global reach and access to higher level to creativity and innovation.
Interpublic Group continues to look for strategic investments in order to diversify across emerging markets and capitalize on technological collaboration/integration across agencies. We believe such acquisitions will position the company for future growth and profitability, challenging the cutthroat business environment.
IPG delivered strong organic revenue growth during the third quarter of fiscal 2011 driven by a strategic business mix, across all marketing disciplines, across domestic as well as major international economies. The company directly competes with its peers, such as Omnicom Group Inc. (OMC), Publicis Groupe SA and WPP plc (WPPGY).
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