Publicis Buys Real-Time Content Creator

Publicis Groupe today announced the acquisition of Relevant24 (R24), a creator of multimedia-branded content that specializes in linking brands to current events via social media posts. Terms of the deal were not provided.

Relevant24 is known for linking brand imagery with relevant events when they are in the news, such as soccer-themed Pins for Bud Light during World Cup or linkages with movie premieres for Arby’s. The company’s 23-person staff uses a war room model to identify trends on a daily basis to fuel creative that’s relevant for brands and post them immediately.

“R24’s successful approach to results-driven, high-quality, original content at the speed of relevancy has provided clients with five times the average reach in earned media,” remarked a Publicis press release.

R24 will immediately be plugged into the real-time content infrastructure at Publicis’s Starcom MediaVest Group. Company founders Marc Gallucci and Lane Murphy will continue to lead R24, which will retain its name and operate as a stand-alone unit.

Other R24 clients include Fox Sports, Kia, National Geographic, Priceline, and State Farm.

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