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Publicis Groupe acquires Affinity ID, creates Digitas Affinity ID

Publicis Groupe has acquired independent customer experience agency Affinity ID and is set to relaunch it under the Digitas brand as Digitas Affinity ID.

The move will see the launch of Digitas in New Zealand.

It follows in the wake of Publicis Groupe ANZ recently announcing the acquisition of New Zealand’s independent, full-service media agency MBM. 

Affinity ID was founded in 1999 and has worked with sophisticated and data-hungry brands including Countdown, Kiwibank and Southern Cross.

It’s also been a recipient of the Callaghan Innovation Grant.

Under the new mantle of Digitas Affinity ID, the New Zealand team will be joining a network of 34 offices across 22 countries.

Angela Day, co-founder and director of Affinity ID said in the announcement, its decision to choose Publicis Groupe and Digitas was grounded in shared expertise and ambitions and the ability to link into the resources and capabilities of the global network.

“We had a number of unsolicited approaches from leading communications and management consultancy groups, however, we felt the strategic direction and vision of Publicis Groupe and Digitas, were congruent to what we truly believe in – the ability to fuse technology and creativity to ignite change. Throughout the process, we found Publicis Groupe to be the leading player, more knowledgeable than the others, with proven expertise and already delivering in this space.”

Michael Rebelo, Publicis Groupe ANZ CEO, added the local market intelligence, breadth of expertise and trailblazing attitude of the Affinity ID team will be a huge asset to the Digitas brand’s launch into New Zealand and indeed, all of the Groupe agencies.

“New Zealand is a key market for APAC, and the launch of Digitas through Affinity ID completes an important part of the picture for us here. Now, in addition to our creative, strategic, digital and media expertise; under the ‘Power of One’ platform, we can provide clients seamless access to best in class, data-driven customer experience capabilities.”

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