Publicis Buys Social Media Agency Big Fuel

Publicis Groupe, one of the largest communications firms in the world, has acquired 51 percent of New York-based social media agency Big Fuel with an option to increase its participation to 100 percent from 2014. Big Fuel will be aligned under Publicis' VivaKi organization and serve as a strategic "social media center" for some of its other properties, namely digital agencies Digitas, Razorfish, Starcom MediaVest Group and Zenith Optimedia.

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