Omnicom Group Inc. has taken a significant minority investment in China's Shunya Communications Group through BBDO, a move to strengthen its position in China’s communication’s industry.
Under the agreement, Shunya's four principal operating agencies will align with four Omnicom’s agencies: Shunya International Ad Inc. with Omnicom's BBDO; Shunya Profuture Events Marketing Inc. with Proximity; Shunya International PR Inc. with Porter Novelli and Shunya PR Inc. with Pleon.
The deal is subject to final regulatory approval.
The agreement allows the Omnicom agencies to tap into Shunya's comprehensive network in China's interior provinces, Omnicom said.
"China is vitally important to all of our worldwide clients,” said Andrew Robertson, CEO of BBDO Worldwide, in a statement.
Over the past year, BBDO has “significantly expanded” its presence in China by adding new clients and winning awards at the prestigious Long Xi TV and Radio competition, Robertson said.
Shunya was established in 1999.
“This partnership is particularly meaningful as top-quality marketing and communications services become increasingly important for multinational companies in China and Chinese companies expanding abroad,” Serge Dumont, Omnicom's senior vice president and president of Asia Pacific, said in a statement.
