News Byte: Publicis Groupe Acquires Engauge

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Moxie CEO Suzy Deering
Moxie CEO Suzy Deering

Holding company Publicis Groupe, which recently made a tremendous splash by merging with holding company Omnicom, has closed a deal to acquire marketing agency Engauge. Engauge will be folded into Publicis' ZenithOptimedia Group—whose expertise is in optimizing marketing spend—and will complement Moxie, the division's Atlanta-based interactive advertising agency.

Suzy Deering, CEO of Moxie, said in a press release that Engauge's expertise in social marketing would particularly gel with Moxie's abilities, which will enable it to “provide our clients with a stronger, multichannel, geographically-diverse company that is able to offer the best services and solutions all under one roof.”

Tim Jones, CEO of ZenithOptimedia Group, North America, said in a release that the acquisition enhances its capabilities in the disciplines of social marketing and content marketing.

Engauge was originally formed in 2007 by Stan Rapp, cofounder of the Omnicom-owned RAPP marketing agency, with the purpose of combining brand and direct marketing. Engauge's foundation came from the prelaunch acquisitions of two agencies: Austin, TX-based DirectImpact provided advanced data analytics and Columbus, OH-based Ten United provided brand marketing expertise.

In 2008 Engauge built out its digital practice through the acquisition of interactive agency Spunlogic.

These three agencies allowed Engauge to maintain three core focuses: as an ad agency, a data and direct marketing agency, and as an interactive agency.

Nick Bandy, CEO of Engauge, declined to discuss financials.

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