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	December 22, 2006 Publicis + Digitas: Interactive Goes Mainstream $1.3B Acquisition Brings Media Scale, But Digital Skills Integration Will Lag by Peter Kim with Harley Manning, Suresh Vittal

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Executive Summary

On December 20, 2006, Publicis Groupe announced that it would acquire interactive agency Digitas for US$1.3 billion in cash. With the acquisition, Publicis will become the world's third-largest advertising agency holding company and will have the ability to drive economies of scale across media. Publicis gains instant capabilities in interactive marketing; however, don't expect these skills to be migrated across legacy creative and media companies any time soon.

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