DigitasLBi, the Publicis Groupe's global digital marketing and technology agency, recently acquired a new digital agency of their own in the form of South African shop Liquorice, which will form part of DigitasLBi's Middle East & Africa region under the leadership of Anil Pillai, whilst retaining its identity. Pillai will be serving as CEO of the UK, Middle East & Africa, a newly created role. The acquisition of the agency will help increase DigitasLBi's global footprint into markets such as Ethiopia, Kenya, Angola and Nigeria by affording them Liquorice's valuable technology expertise in the African market. The terms of the deal, which took almost a year to negotiate, have yet to be disclosed, as has the amount paid.
The acquisition of the agency will help increase DigitasLBi's global footprint into markets such as Ethiopia, Kenya, Angola and Nigeria
Liquorice specialises in a wide range of digital services including mobile, social media, CRM, content creation and SEO, and currently operates out of four offices, which employ 115 digital experts. The relatively young agency has already built solid relationships with top African brands such as Unilever, SAB Miller, SA Home Loans and Pioneer Foods, and with the power of DigitasLBi on their backs, that portfolio is likely to increase in the coming months.
The agency was launched almost a decade ago by CEO Miles Murphy, who said his agency are “Tremendously excited about the opportunity” to take their successful South African business “Onto the global stage.” He said the agency had been approach by several potential partners, but that “DigitasLBi stood out head and shoulders above the rest.” Indeed, with just under 7000 employees working across 40 offices in 26 countries, DigitasLBi is one of the largest and most accomplished digital marketing agencies around. It is also (according to Murphy) one of the world's most “progressive marketing and technology” agencies, and he is looking forward to working with them to help grow his agency's presence “Throughout Africa and beyond."
This year alone Publicis have bought out BrandsRock, Lighthouse Digital and Syngergize, all of which have been merged with existing Publicis agency brands
Both Publicis and WPP (its closest rival) have been buying up quite a few South African agencies of late, as the market appears to be on the rise. This year alone Publicis have bought out BrandsRock, Lighthouse Digital and Syngergize, all of which have been merged with existing Publicis agency brands. WPP, meanwhile acquired Quirk back in May and also acquired a majority stake in Cerebra. Last year it also acquired Native and way back in 2007 it bought out Aqua Online, which was the largest independent digital agency in the country at the point. Liquorice, however, would appear to be the largest acquisition that either holding company has made in the region.
Official Publicis Groupe Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who refused to eat liquorice as a child as he was afraid he might “Turn Bertie.”
