Coming in the wake of Publicis' proposed merger with Omnicom Group, the Engauge buy is something like competitive eater Joey Chestnut's first tentative snack after recovering from his victory at the Coney Island hot dog contest earlier this summer.
That deal -- which still needs to clear regulatory hurdles in the U.S., France and elsewhere -- will create the world's largest agency conglomerate with a market cap estimated at $35 billion. To draw an unfair comparison, that's one whole eighth of a Google.
Publicis' Engauge buy, terms of which were not disclosed, amounts to a drop in that very large bucket. The Midwestern agency was formed in 2007 through a roll-up of three firms: digital agency Spunlogic, CRM/data firm Direct Impact, and Columbus-based Ten United. Engauge was acquired from majority owner Halyard Capital, which has reportedly been shopping the agency for some months. Engauge/Moxie together employ more than 600 in creative, social, media, and data/analytics capabilities.
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