Publicis Considers Merger between Taterka and DPZ

» brazil briefing

Publicis Considers Merger between Taterka and DPZ

The French group has concluded negotiations to acquire 100% of Taterka and is expected to take over DPZ in coming weeks

Publicis Considers Merger between Taterka and DPZ

The Publicis Groupe has finally concluded negotiations to acquire 100% of Taterka, an agency in which it had held a 5% share since early 2010. Founder Dorian Taterka, a.k.a. Dodi, and the agency’s two other former co-owners, Eduardo Simon and José Passos, will remain at the head of the company, which handles the McDonald’s account for Latin America.

The French holding company adopted the same strategy last month in relation to Talent, 40% of which was still owned by Brazilian partners Julio Ribeiro, José Eustachio and Antonio Lino. Talent is one of the most awarded Brazilian agencies and manages major accounts in the Brazilian market, such as those of Embratel, Ipiranga, Semp Toshiba and Sony Ericsson.

The Publicis Groupe expects to conclude similar negotiations with DPZ in coming weeks. The French multinational has owned 70% of the agency since 2011 and is now buying shares still owned by partners Roberto Duailibi and José Zaragoza, as well as those belonging to the heirs of Francesc Petit, who died in September.

With full control of Taterka and DPZ, the Publicis Groupe is considering the possibility of a merger between them. Under the idea being considered backstage, Dodi Taterka will remain the operation’s top executive.

If this idea is applied, the succession problem at DPZ would be solved since the agency’s current CEO, Flávio Conti, has expressed his intention to remove himself from the company’s day-to-day operations. DPZ works with Itaú, Vivo, Bombril, BMW and Azul Linhas Aéreas.