Just in time for the summer Olympics in Beijing, Publicis Groupe has acquired its second major Chinese digital ad shop, Shanghai-based digital marketer EmporioAsia. Terms were not disclosed. The Chinese agency will be rechristened EmporioAsia Leo Burnett, with the add-on name coming from one of Publicis’ main creative shops. EmporioAsia’s current CEO Vincent Kobler will continue to head up the renamed agency.
Last July, Publicis bought China’s Communication Central Group, one of the country’s largest online marketing agencies. Apart from the summer Olympic games, which is expected to add roughly $1.5 billion in ad spending overall, China’s explosive growth has spurred ad holding companies like WPP Group to focus on increasing its presence there as well. As Publicis points out, online accounts for 2 percent of ad spend in China, compared to 4 to 5 percent in the U.S. and while roughly half of the U.S. population use the web today, between just 10 and 15 percent of the Chinese population is currently plugged in. And that number is growing rapidly. Release