Publicis gets loyal with Cubed acquisition

15 July 2014
Publicis CEO

Publicis has taken control of loyalty specialist agency Cubed in the first major deal by Australian chief executive Andrew Baxter since he was named to the role in March.

All 15 of Cubed's management and staff will move into Publicis's Melbourne offices as part of the deal which will see Cubed sit under the Publicis loyalty division as a stand-alone brand.

The agency was founded nine years ago by Mike Chuter and Kim McDonnell and has since grown to offer services to a broad range of clients including Bakers Delight, Fairfax Digital and Federation University in the loyalty space.

Baxter said the acquisition of the agency would mean a major expansion of Publicis's CRM capabilities.

"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,” Baxter said.

“Cubed will retain its name and become a vital conduit to the group’s capabilities in brand and consumer engagement.”

Chuter said that the opportunity to tap into the resources of the multi-national was an important part of the decision to join with Publicis.

“We were strongly attracted to Publicis because of its extensive customer engagement capabilities and Andrew Baxter’s plans for the future,” Chuter said.

Terms of the deal were not disclosed.

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