DDB Worldwide has made a major South American acquisition is the shape of Grupo ABC, one of the largest independent advertising and marketing communications group in Brazil and number 25 in the rankings of the world's largest agency companies. Grupo ABC's versatile group of agencies consists of best-in-class brand advertising agencies as well as specialised offerings in public relations, CRM, digital, promotion and events. The group has a diverse network of agencies including DM9 (Sao Paulo), in minority partnership with DDB; Africa and Loducca, each recognised among the best creative advertising agencies in the world; CDN, a leading public relations agency; Sunset, a specialised digital agency; and Newstyle, a leading promotion and point of sale company in the country.
DDB Worldwide has made a major South American acquisition is the shape of Grupo ABC, one of the largest independent agencies in Brazil
John Wren, president and CEO of the Omnicom Group, DDB's parent company, said: “Grupo ABC is widely acknowledged as an outstanding company with impressive creative work and expertise in a broad range of disciplines. Over the years, Grupo ABC have been great partners of Omnicom and their depth of talent will strengthen our business capabilities not only in Brazil but around the world.” Chuck Brymer, CEO of DDB Worldwide, added: “This partnership will further unite two companies that have long held the same values and creative ambitions. I have known Nizan and Guga for more than a decade and have sincerely admired their success and influence both in and out of Brazil. It is a tremendous addition to both DDB and Omnicom and we are excited at the opportunity to utilise our combined assets to help our clients generate growth.”
The group has a diverse network of agencies including DM9, Africa and Loducca, CDN, Sunset, and Newstyle
Guga Valente
Legendary Brazilian advertising leaders Nizan Guanaes and Guga Valente, who will continue in their leadership roles, founded Grupo ABC in 2002. Valente serves as CEO and Guanaes as partner. The acquisition strengthens a long-standing historical relationship between both holding companies in the region extending as far back as 1997 when DDB first invested in DM9, today one of the largest and most creatively awarded advertising agencies in Brazil. One of Grupo ABC's agencies, Africa, started by Guanaes in 2003 with four partners who had worked together at DM9 DDB, was named Ad Age's International Agency of the Year last year. Grupo ABC also backed Pereira & O'Dell as a start-up but has been selling its stake to the local partners and will retain a minority share that will pass to DDB.
Legendary Brazilian advertising leaders Nizan Guanaes and Guga Valente, who will continue in their leadership roles, founded Grupo ABC in 2002
Nizan Guanaes
Guanaes said: “Omnicom has the most creative and awarded agencies in the world and that is something that really matters to me and to all of us in ABC. Together we will be better prepared to serve our clients with all of the innovation and digital capabilities that modern business are demanding nowadays.” Valente added: “This is a world of disruption, scale and innovation and Omnicom will empower our companies to compete in times of extraordinary technological changes.” DDB expects the deal, which requires regulatory approval in Brazil, to close by the first quarter of 2016, and Brymer anticipates that process will go smoothly. DDB already owned a majority stake in DM9 DDB, and minority stakes in Africa and Loducca.
