Publicis Groupe has acquired TPM Communications – a digital agency that specializes in interactive media, live events and video creation – and will align it with its full-service agency Saatchi & Saatchi Canada.
TPM and Saatchi, both based in Toronto, will continue to work under their own banners. But Brian Blair,TPM’s president and creative director, will now report to Saatchi & Saatchi’s president and CEO, Stuart Payne.
The acquisition was designed to help Publicis Groupe strengthen its digital side, according to the announcement made Thursday. The deal had been in the works for about six months, said Payne, and closed Sept. 1.
“I proposed it to our parent company,” he said in an interview with Marketing. “TPM provides some really excellent capabilities – the fact that they offer good digital solutions is something that we didn’t really have in house and now we will. And the events and video capabilities as well.”
Founded in 1980, TPM employs 35 people, while Saatchi & Saatchi has 60. Blair, TPM’s president, called the acquisition “another step in TPM’s evolution” in the release. “I’ve known Brian for a long time, probably 20 years,” said Payne. “I have a lot of respect for him and his organization.”
Another key factor was that the two firms already share a major client: Toyota. TPM provides it with website design and maintenance, as well as corporate videos, and Saatchi & Saatchi does creative campaigns for the brand, including TV and print. “They were a very well regarded partner with Toyota, and that’s our biggest client, so it strengthens our position with Toyota,” said Payne.
Other major Saatchi & Saatchi clients include Procter & Gamble, Go Transit, Novartis and Transitions Optical.
