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Publicis Groupe acquired marketing agency Engauge, which it will fold into its ZenithOptimedia Group and align with interactive agency Moxie.
Agency ZenithOptimedia announced its repositioning as a "Live ROI" company, said Dave Penski, president of Zenith, a division of ZenithOptimedia.
North American advertising spend is projected to increase 3.6% to $171 billion in 2012, said Jonathan Barnard, head of publications at ZenithOptimedia. The marketing services firm's advertising projections predict the most growth will occur in mobile advertising, with mobile ad spend expected to increase 48% to $1.2 billion, compared with 2011.
Media services companies ZenithOptimedia and WPP's GroupM have softened their independent global ad spending predictions for 2012 in forecasts released Dec. 5.
Agency holding company Publicis Groupe reported $1.9 billion in revenue in the third quarter, a 6.4% increase compared with the previous year. Its North American business, which accounted for 49% of Publicis' overall revenue, generated $947 million, up 5.5% year-over-year, according to an earnings report released Oct. 20.
Media firm MagnaGlobal lowered its ad revenue forecast for 2012, warning that traditional direct marketing, notably direct mail, will continue to be challenged by postal issues and the growth of digital media because of continued weakness in the U.S. economy.
ZenithOptimedia has revised down its 2011 global advertising spending forecast by half a percentage point due to slower economic recovery in developing markets and continued fears of a double-dip recession. Still, total ad investment for this year is expected to grow 3.6% to $466 billion, up from $450 billion last year, with digital media continuing to drive growth.
ZenithOptimedia softened its global and US ad spending predictions for this year in forecasts released July 13. The media services company predicted that US advertisers will increase spending 2.1% to $165 billion this year, down from its April forecasted growth of 2.5%. The firm also predicted global ad spending will grow 4.1% to $471 billion in 2011, down 1% from its April predictions.
The client no longer owns the brand. Due to the proliferation of social media including Facebook, Twitter and Foursquare, customers must give permission to clients to enter their world, said Sasha Savic, chief commercial officer of Havas Media North America, on June 21.
ZenithOptimedia has downgraded its global ad spend forecast from 4.6% growth this year to 4.2%, in the light of the "devastating earthquake" in Japan and the political turmoil in the Middle East playing out on the world stage.
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