- Publicis Groupe has decided to strengthen its digital offerings in South Africa with the acquisition of Lighthouse Media.
- Lighthouse claims to be the biggest digital agency on that continent with offices in Johannesburg and Cape Town and campaigns running in 14 different African countries.
- The digital agency will become part of Publicis's Starcom MediaVest Group, and its name will change to SMG Lighthouse.
The urge to expand internationally is strong for many agencies because of the potential for growth. Scoring an agency like Lighthouse, which already has a huge presence across a continent as diverse as Africa, could reap big rewards for Publicis.