French marketing firm buys Betterway agency

Publicis Groupe, the world's fourth largest communications group, will buy an 80-per-cent stake in Betterway Marketing Solutions, one of the largest and most innovative marketing services agencies in China.

The transaction illustrates the French firm's strategic commitment to expansion in the fast-growing Chinese market and across Asia, the company said. It recently took control of Solutions, India's largest marketing services group.

The Betterway acquisition will allow Publicis Groupe to further strengthen its leading position in China through its key advertising networks Publicis, Saatchi & Saatchi and Leo Burnett.

It will also be able to do this through its media brands, Starcom MediaVest Group and ZenithOptimedia, as well as through its specialized marketing service agencies.

Maurice Levy, chairman and chief executive officer of Publicis Groupe, said Betterway was a perfect partner to complement the company's marketing operations in China.

"Given the increasing demands of global advertisers in this market, our decision to go forward with Betterway will solidify the Publicis network's marketing activities - allowing us to become an even stronger entity in China," Levy said.

Betterway's co-chief executive officer, York Huang, said the collaboration with Publicis would allow Betterway to expand its scope of expertise.

"We have enjoyed strong growth, but in order to stay on top we had to anticipate demands and satisfy the growing needs of our clients. This is one of the main reasons we rated Publicis as our best choice," Huang said.

Betterway will give Publicis new opportunities throughout the Chinese heartland, thanks to its network of offices in 29 cities.

Upon completion of the agreement, Betterway will be aligned with the Publicis' network, which already has a presence in Shanghai, Beijing and Guangzhou.

Source: China Daily