Retailing, Franchising, and Consumerism Business Intelligence in China

Publicis Groupe Acquires Chinese Retail Marketing Firm

Publicis Groupe has announced the acquisition of a majority stake in Chengdu-based Yong Yang, a leader in field force logistics and retail and promotional marketing.

Yong Yang, founded in 1995, has in-depth knowledge of China's regional urban markets, particularly those deep in the Chinese heartland. With 29 offices across China, Yong Yang is one of the only marketing services company with a substantial presence in Chengdu, the rapidly-growing capital of Sichuan province. The agency's key clients include Budweiser, Wliansheng Liquor, Marlboro and Sony Ericsson.

When the transaction is completed, Yong Yang will be aligned with Arc, part of Leo Burnett Greater China. Leo Burnett Greater China has five main offices in Taipei, Hong Kong, Guangzhou, Shanghai and Beijing with close to 700 employees. Arc's key Greater China clients include global brand owners P&G, Wrigley and McDonalds.

Last year, the Groupe acquired control of Shanghai-based Betterway Marketing Solutions, one of China's largest and most innovative full-range marketing services agencies. Publicis Groupe currently has over 2,500 employees across China, at 79 offices in 33 cities.

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