Publicis Buys Digital Specialist LBi for EUR 416m

French ad agency network Publicis Groupe has acquired Amsterdam-based digital marketing agency LBi for EUR 416m (£333m).

LBi offers a combination of insight, media, creative services and technical expertise through operations in sixteen countries, with a staff of around 2,200. Publicis says the deal will bring the proportion of its revenues derived from digital operations above 35 percent.

Last month, LBi appointed Michele Chang-McGrath as Head of Research, with a remit to launch a series of initiatives to understand emerging digital behaviour across mobile, eCommerce and online content.

In the first half of 2012, LBi reported a net revenue of EUR 119.4m (£95m). Global CEO Luke Taylor (pictured) commented: 'We are thrilled at the prospect of joining the Publicis Groupe and are convinced this transaction not only provides highly attractive value to our shareholders, but equally to our clients, staff and partners.'

Last month, Publicis acquired Mumbai-based Resultrix, which offers a full suite of digital services covering SEO, web analytics, media buying and social media marketing.

Web sites: www.publicisgroupe.com and www.lbi.com .