Publicis Groupe CEO Maurice Levy is showing his strategy again as the marcoms group has just bought Chinese healthcare specialist Dreams Communication, owner of Beijing Dreams Advertising and Beijing Dreams Zhiyang Communications.
The agency will be rolled into the Publicis Life Brands part of the Publicis Healthcare Communications Group (PHCG) and be renamed Publicis Life Brands Dreams (maybe it plays better in Chinese).
The deal follows hard on the heels of PHCG’s purchase of the Watermelon healthcare agency in India and demonstrates pretty clearly that Levy and right hand man Jean Yves-Naouri (pictured), who now has responsibility for China, see healthcare marketing as a boom area in Asia as rising living standards create increasing opportunities for Western pharma companies.
Levy has been wielding his cheque book to some effect worldwide recently, buying small agencies Chemistry and Kitcatt Nohr in London, a bigger slice of Talent plus all of Tailor Made in Brazil and tidying up his operations in the Balkans and Middle East as well as venturing further into China and India.
His great rival Sir Martin Sorrell of WPP has been stung into responding, buying Taxi in Canada last year and Scholz & Friends in Germany last month.