Publicis Groupe has acquired content marketing firm Relevant24 (R24).
R24 will be aligned with Starcom MediaVest Group (SMG) and immediately plugged in as the real-time content infrastructure to the current SMG content solutions businesses, said Publicis in a statement.
R24's niche is creating ads or content in a day or less, depending on what happens in the news. Publicis did not reveal the cost of the deal.
R24's founders, CEO Marc Gallucci and president Lane Murphy, will maintain their respective roles. In addition, Gallucci will join SMG's Global Leadership Council. R24 will also retain its name, management team, and structure, and operate as a standalone unit within SMG.
Laura Desmond (pictured), CEO of Starcom MediaVest Group, said: “This move enables SMG to gain new advantages, extend our leadership and activate against our future in content solutions. The landscape offers huge opportunity to capture data in real time and create a new paradigm in the strategic process, ensuring that messaging and distribution comes together in a way that is live, personalized, agile and tech-enabled.”