The $3 billion global takeover of Bcom3 by Publicis International will bring under its umbrella in India three agencies. Apart from Publicis itself, the other agencies are Leo Burnett, Saatchi & Saatchi and Ambience D'Arcy.
Key brands that would now fall under the group's umbrella in India are Thums Up, Sprite, Maaza, Fiat Palio, (all handled by Leo Burnett), Lakme (skincare), Raymond (Ambience D'Arcy), amongst others.
Industry experts are attributing the reason behind the merger to the current global trend of companies seeking to consolidate their brands in "bigger" agencies with the belief that these agencies will work more effectively by garnering better deals with media companies.
Source: Business Line