Publicis buys South Africa’s Synergize

Publicis Groupe has taken over Synergize, a South African digital search marketing company.

The acquisition is the second made by Publicis in emerging markets in recent months following the purchase of India's Beehive Communications in October.

It gives Publicis a strong foothold in South Africa, which is ranked as the eighth fastest growing advertising market in the world between 2013 and 2016.

Founded in 1999, Synergize is one of only a few Google Analytics accredited agencies in Africa and the Middle East. It offers services in SEO, online marketing, web design, CMS development, mobile, PPC/paid media, analytics, copywriting and social media.

Clients come from a number of sectors, and include Prime Meridian, a South African car insurance company, Car Magazine, Property 24 and second-hand e-commerce site Cash Crusaders.

Synergize will be integrated into Publicis business Saatchi & Saatchi South Africa. Saatchi & Saatchi's At Play digital arm will be absorbed into the new division, which will be renamed Saatchi & Saatchi Synergize.

Synergize CEO Shaune Jordaan will become CEO of Saatchi & Saatchi Synergize and Chris Corbet, co-founder of Synergize, will become chief operating officer.

The Synergize staff team of 48 will be integrated into the Saatchi & Saatchi offices in both Cape Town and Johannesburg, to form a 154-strong team.

“The combination of Saatchi & Saatchi's creativity and Synergize's analytical and measurement aspects will give Saatchi & Saatchi Synergize a strong competitive edge,” said Jordaan.

Gail Curtis, Saatchi & Saatchi Group CEO, South Africa, added: “The integration of this big data powerhouse into Saatchi & Saatchi South Africa will ensure the new integrated entity is a formidable force on the African continent.”