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Publicis to acquire Performics’ search marketing business from Google

The Publicis Groupe has reached an agreement with Google to acquire the Performics search marketing business. Terms of the deal were not disclosed.

The transaction is expected to close by the media group’s third quarter. “The addition of Performics will deliver a full and enhanced suite of performance marketing tools and capabilities to Publicis Groupe agencies and their clients,” Publicis said in a statement.

Publicis added that the acquisition would strengthen the offering of its VivaKi Nerve Center. Publicis launched the digitally focused entity in June.

According to the media group, the Nerve Center’s focus is on objectives related to innovation, including developing new technologies and providing best solutions. Performics search marketing business will report to Curt Hecht, president of the VivaKi Nerve Center.

“We’re thrilled on a couple different levels,” Hecht said of the acquisition. “We’re bringing in an organization that really understands how to build tools, technology, applications and think about the search process,” he said of Performics.

After its acquisition of Doubleclick was finalized in March, Google said it would divide Doubleclick Performics into two separate business units: one focused on affiliate marketing; the other on search marketing. To maintain “objectivity in both search and advertising,” Google said it would sell the Performics search marketing business to a third party.

Performics employs approximately 200 search marketing specialists in offices around the world, including Chicago, San Francisco, New York, London, Hamburg, Sydney, Singapore and Beijing. The company reportedly has more than 130 search engine marketing clients.

In a statement, Maurice Lévy, chairman and CEO of Publicis Groupe, said, “Not only will this acquisition bring critical mass to Publicis Groupe’s formidable search capabilities, but it will also enhance our affiliate marketing and overall performance marketing offering.”

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