Publicis Acquires French Digital Agency Wcube, Readies Global Expansion

Publicis Group has acquired independent French digital agency Wcube and renamed it Publicis Modem France. The move marks the beginning of a period of significant international expansion for Publicis Modem, the holding company’s global digital arm, CEO Martin Reidy told ClickZ today.

With the acquisition, 12-year-old wCube becomes the first of many new Publicis Modem offices that are scheduled to launch in the near future. Others include outposts in Germany, Spain, Canada, Mexico and Asia, all expected by the end of the year. Reidy added these offices would be launched with existing clients on board, and that it’s not simply a case of “planting a Publicis Modem flag.”

“Europe is critical to the expansion strategy of Publicis Modem, particularly France,” he said.

Publicis Modem France will be managed by current Wcube co-presidents Xavier Gury and Thierry Vandawalle. It will work hand in hand with Publicis Dialog, France’s marketing services network. Reidy is CEO of both Publicis Modem and Publicis Dialog.

“The Publicis Modem France teams will complete and enrich the range of marketing services already offered by Publicis Dialog,” explained Reidy, who said Publicis was particularly impressed with Wcube’s search capabilities.

Established in 1995, Wcube has grown by nearly 40 percent every year for the past five years, according to a statement. Clients have included Société des Bains de Mer, Repetto, Sprite, neuf and Sara Lee. The firm currently has 60 employees.

The acquisition is the first major reaffirmation of Publicis Group’s digital priorities since its acquisition of Digitas, including Modem Media, in May. It was in the wake of that purchase that Publicis created Publicis Modem and named Reidy, formerly head of Digitas’s Modem Media, to helm it.