Publicis Acquires Leading Argentinian Digital Agency Practia
Publicis Groupe has announced the acquisition of Practia, one of Latin America’s leading independent technology companies and provider of digital business transformation services. Practia will become part of Publicis Sapient, Publicis Groupe’s digital business transformation company.
Founded in Buenos Aires, Argentina, in 1995, Practia has worked over the last 28 years with a large and diverse portfolio of more than 1,000 clients, across a range of industries from retail and telecommunications to healthcare and financial services, in its efforts to transform their digital strategies. With offices in Argentina, Chile, Mexico, Peru, Brazil, Colombia and Spain, a business presence in Uruguay and the US, and an impressive team of 1,200 across product, experience, engineering and data & AI, Practia brings high-demand skills in key geographic locations that will further strengthen Publicis Sapient’s global offerings on behalf of its clients.
The acquisition will position Publicis Sapient to enter the Latin America market, one of the world’s fastest-growing regions for digital business transformation. It will also establish a foundation for a nearshore delivery platform that will enable the company to better serve clients based in North America. With existing global delivery centers in India and Eastern Europe, Publicis Sapient will add Latin America as its third major global delivery center.
“In light of the growing demand for digital business transformation, Publicis Groupe is scaling its expertise in Latin America to better serve its clients and help them win in commerce,” said Arthur Sadoun (lead image), chairman and CEO of Publicis Groupe. “The addition of Practia will enable Publicis Sapient to break into Latin America and further grow its geographic footprint, as well as expand its digital business transformation capabilities and global distributed delivery model.”
“The addition of Practia marks our exciting entry into a new market and one of the world’s fastest-growing regions for digital business transformation. It will also create a nearshore delivery platform that will allow us to better serve our clients in North America,” said Nigel Vaz, CEO of Publicis Sapient. “Practia’s strong leadership team, vision, deep expertise and impressive client roster, coupled with the cultural synergies between our two organizations, will enable Publicis Sapient to drive even greater impact for existing clients and attract new business as we scale.”
“Over the last 28 years, we have been at the forefront of the digital business transformation for enterprises across Latin America. Leveraging our deep roots in software engineering and our management’s industry expertise and strong academic background, we have increased our portfolio offerings, grown our professional team and expanded our geographic footprint in the Americas,” said Nelson Sprejer, Co-Founder and Board Member of Practia. “Joining forces with Publicis Sapient will help propel our combined organizations forward as we target some of the most important challenges facing our clients today.”
According to SPER Market Research, Latin America is one of the world’s fastest-growing regions for digital business transformation. The Latin America Digital Transformation Market is estimated to reach US $207.87 billion by 2032 with a CAGR of 15.13 per cent. The growth of the digital business transformation market in LATAM is driven by several factors, including the increasing adoption of cloud-based solutions, rising demand for automation and artificial intelligence and the growth of e-commerce and digital marketing.
The closing of the transaction is subject to conditions customary in transactions of this nature.
Latest News
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
News Corp Australia today announced significant advancements across its advertising solutions with the launch of Shoppable ScrollX and enhancements to Targeted Time in View (TTIV). By strategically combining cutting-edge data insights with innovative ad formats, News is transforming the way brands can engage with consumers. Managing Director Client Partnerships Lou Barrett said: “Shoppable ScrollX and […]
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Samsung Electronics Australia, in partnership with CHEP Network and Livewire has launched clash of commuters, an innovative gaming marketing campaign that merges the virtual world of gaming with the everyday experiences of Australian commuters on ‘Fortnite Creative’. This integrated experience is designed to celebrate the rise of on-the-go gaming and showcase the capabilities of the […]
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
The creative ads which will air across digital channels for 8 weeks from mid-May until the end of July 2024 were directed by Tim Godsal of Anonymous Content and produced by the creative minds at Anomaly. This campaign marks Revolut’s second above-the-line advertising initiative within the past 12 months, underscoring the company’s accelerated growth in […]
Chris Freel: The Uncomplicated Complexity In OOH
As he approaches his first 100 days working in the out-of-home market, former UnLtd CEO and now group sales director at oOh!media, Chris Freel, shares why this so-called traditional media is anything but. When I made the jump from UnLtd, the media, marketing and ad industry’s charity foundation, to the world of out-of-home, many people […]
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
Our judges are working overtime, and our events team hasn’t slept in weeks putting the finishing touches before we head up to sunny Far North Queensland for Cannes In Cairns and the inaugural Cairns Crocodiles Awards presented by Pinterest in just over three weeks. Today, we are celebrating the shortlisted entries in the B2B category, […]
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
This morning, at the EXPLORE conference at the ARIA Resort in Las Vegas, Expedia announced the launch of Travel Shops, a new storefront on the Expedia app that centralises content creators’ travel recommendations. Lead image: Oneika Raymond This innovative feature saves travellers from the tedious task of scrolling through social media to find past recommendations […]
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.