Front Foot joins Publicis Worldwide Australia

Rachael Micallef
By Rachael Micallef | 31 October 2014

Publicis Worldwide Australia is teaming up with home-grown mobile specialist business Front Foot as part of it's focus on boosting digital capabilities.

Under the arrangement, effective immediately, Front Foot founders Anton Sher and Ben Astil and their staff of 14 will move into Publicis's offices.

Speaking to AdNews Publicis CEO Andrew Baxter said the tie up with Front Foot will help the company in its long term digital push, particularly in mobile communication.

“As we move to both needing to be great at brand engagement and customer engagement, agencies need to have the capabilities to manage that customer engagement brilliantly as well as the brand brilliantly. Obviously mobile plays a huge role in that customer engagement now,” Baxter said.

“It's no secret thatthe Publicis Group has an aim to have 50% of our business digital in each market around the world within the next couple of years.”

Front Foot was founded in 2006 and its clients include ESPN, Tabcorp, Zurich Financial Services and Telstra.

It follows Publicis' recent addition of CRM and digital agency Cubed in July. Baxter said with Cubed based in Melbourne and Front Foot majority based in Sydney the two new additions are highly complementary.

While Cubed has recently been branded as Publicis Cubed, Baxter said it would be unlikely that Front Foot would be renamed.

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