Publicis acquires Digitas for $1.3B

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In a move indicative of the shift toward digital promotion, Publicis Healthcare's parent is buying Medical Broadcasting Company owner Digitas, Inc. for $1.3 billion.

Publicis cited projections that digital and interactive spending will account for 10% of global communications investments by 2010 as rationale for the acquisition.

In addition to Publicis Healthcare Communications Group, which includes Medicus,  LifeBrands, Saatchi & Saatchi Healthcare, BrandPharm and Williams-Labadie, Paris-based Publicis holdings include MS&L, Leo Burnett, BBH, Fallon, Starcom Mediavest and Zenith Optimedia.

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