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Publicis Worldwide acquires CRM & digital agency Cubed in Australia

In a bid to strengthen its CRM and digital communications capabilities, Publicis Worldwide has added Cubed to its fold in Australia. The new business arrangement will see Cubed’s 15 management and staff move into Publicis’ Melbourne offices and become available to Publicis’ clients. In addition Cubed clients will have access to the wider capabilities of the various specialist businesses within the Publicis Worldwide Australia group.

The agreement with Cubed, a specialist CRM and digital agency, has been orchestrated by newly arrived Publicis Worldwide Australia CEO Andrew Baxter, whose plans for the group to include a focus on providing full capabilities around end-to-end consumer engagement for clients and their brands.

“This is an important strategic move to accelerate our CRM and digital resources in Australia and in the region. Australia will continue playing a vital role in our Asia Pacific and Global networks. We will continue to make considerable investments there in the resources and quality of work we offer clients,” commented Loris Nold, CEO for Publicis Worldwide, APAC and Emerging Markets.

“Cubed’s capabilities and experience will be a welcome addition to the 250 staff we have working at Publicis Loyalty in Melbourne, Sydney and Brisbane. Cubed will retain its name and become a vital conduit to the group’s capabilities in brand and consumer engagement,” explained Mr Baxter.

Cubed was founded in 2005 by business partners Kim McDonnell and Mike Chuter who will retain their leadership of the business and report to Mr Baxter. Bakers Delight, Fairfax Digital and Federation University are among Cubed’s major clients and earlier this year the agency won a 2014 Colloquy Award that recognises innovative industry-leading loyalty strategies. The agency handles both business-to-business and business-to-consumer campaigns.

“We were strongly attracted to Publicis because of its extensive customer engagement capabilities and Andrew Baxter’s plans for the future. Long lasting and relevant brand and consumer connections created by the clever use of data, targeting and creativity are in high demand from clients and this will only increase into the future,” commented Mr Chuter.

The business arrangements between Cubed and Publicis Worldwide Australia Group are effective immediately.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.