Publicis Groupe lines up deal to buy Jon Bond’s Big Fuel social media agency

Publicis Groupe CEO Maurice Levy is dispensing his euros again, this time lining up a deal to buy leading US social media agency Big Fuel.

Big Fuel was founded by Avi Savar in 2008 as a branded content agency but rapidly switched to focus on providing social media expertise for big brands. Kirshenbaum Bond Senecal & Partners founder Jon Bond bought into the agency only this January.

The deal, if it goes through, comes hard on the heels of PG’s buy of Rosetta Marketing Group for $575m in May. RMG has been variously described as either a digital or social media conultancy although it prefers to be known as a management consultancy. Unlike big PG digital agencies Digitas and Razorfish it reports direct to PG COO Jean-Yves Naouri rather than via PG’s VivaKi digital media structure.

Bond founded Kirshenbaum Bond in 1987 with Richard Kirschenbaum, selling a majority stake to Tornoto-based MDC Partners in 2004. He left in 2010 as part of changes that brought former McCanns New York boss Lori Senecal into the agency.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.