It would appear the Publicis Groupe's digital spending spree is continuing apace as news breaks of their recent acquisition of the Dallas, Texas based Hawkeye, a digital marketing services agency that specialises in data analytics, digital strategy, CRM and experiential marketing. The agency will be aligned with Publicis North America under the banner of the Publicis Worldwide network and will be rebranded as 'Publicis Hawkeye'. It will however, continue to operate independently, delivering data based insight and creativity to clients in much the same way they have been doing for over a decade. They will also continue to operate out of their headquarters in Dallas and will serve as a 'Specialist Centre of Excellence' for all Publicis offices across North America.
The agency will be aligned with Publicis North America under the banner of the Publicis Worldwide network and will be rebranded as 'Publicis Hawkeye'
Hawkeye was founded in 1999 and employs 160 professionals in its Dallas headquarters and in offices located in Buffalo, Charlotte, Denver, Minneapolis and Vail. Its founder and chairman Steve Dapper was previously CEO of Omnicom's Rapp Collins London-based creative agency and WPP's Wunderman, the number 1 global digital agency (as ranked by 'Advertising Age'). He will continue his role as chairman and Publicis Dallas CEO Sally Kennedy will take the mantle of Publicis Hawkeye CEO.
Hawkeye is the latest in a long line of digital agencies bought up by the 62,000 strong Publicis Groupe (which operates in 108 countries worldwide) and perhaps one of its strongest acquisitions yet, what with Hawkeye's illustrious track-record for clients such as American Airlines, BestBuy, BASF, Men's Health and The North Face. The agency specialises in integrated digital marketing services (data analysis, website design, social media and mobile marketing, etc) and has been awarded numerous accolades in its short history, including 'Dallas-Fort Worth Marketer of the Year', 'Website Excellence' at the OMMA Awards and 'Best in Class' by the Interactive Media Awards.
The agency specialises in integrated digital marketing services and has been awarded numerous accolades in its short history
Publicis Worldwide CEO, Arthur Sadoun believes that by adding Hawkeye to their American agency network, they are strengthening their “Specialised, data driven creative services.” He also believes that Hawkeye will be a great fit for their clients needs, and will be a “Very strong asset for Publicis North America and Publicis Worldwide on a global level.” Dapper also seems pleased with the acquisition, stating that there is great potential in joining Publicis Worldwide, and that he intends to use their resources to “Bring an enhanced service offering” to their growing list of clients. He believes strongly in the power of digital marketing; that the “Convergence of data, creativity, and technology will spawn ever more powerful and extraordinary ideas” and that with the influence of their new owners, they can really help to “Make a difference in the chaotic brand messaging world.”
Publicis North American Chairman, Susan Gianinno agreed with Dapper, believing that the marketing business is being “Transformed by data and the insights it can inspire,” and that Publicis will be “Enriched by what Hawkeye brings to the table.” This 'enrichment' should further catalyse the rise of Publicis, who have not only been buying up smaller digital agencies over the past few years, but have also recently bought majority stakes in London-based Walker Media, Amsterdam-based Lbi and New Jersey-based Rosetta. All creative agencies with their own esteemed histories.
This latest acquisition precedes a proposed merger with Omnicon, which is slated for later in the year.
Benjamin Hiorns is a freelance copywriter from Kidderminster whose dry witticisms can be followed on Twitter