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Ad agency holding companies are continuing to look to Brazil as a hot spot to plant their flag. Publicis Groupe, along with WPP Group, has made focusing on the BRIC countries a major part of its acquisitions plans has taken a 5 percent stake in São Paulo-based full service agency Taterka Comunicações. The terms were not disclosed. The purchase comes a week after Interpublic Group acquired Brazilian digital marketer Cubocc.
Taterka will remain as a standalone shop and will not be folded into any existing Publicis ad agencies. While Publicis was on quite a roll of investing and buying ad shops around the world, the company’s M&A activity has slowed somewhat as it worked on fitting all the new parts together with its existing holdings.
The small stake in Taterka is likely to reflect its ambitions right now with regard to investments. As IPG and Omnicom indicate they’re ready to begin doing more acquiring in the BRIC countries and in digital, Publicis wants to make sure it doesn’t leave any stones uncovered while it continues to assess its integration efforts, especially after the $530 million purchase of Razorfish from Microsoft (NSDQ: MSFT) last year. Release (PDF)