Last updated on April 24, 2014 at 21:24 EDT

BBH Becomes 100% Owned by Publicis Groupe

July 4, 2012

PARIS, July 5, 2012 /PRNewswire/ –

In two separate transactions, Publicis Groupe has acquired:

        - 51% of the shares of the Bartle Bogle Hegarty (BBH) network - in which
          Publicis Groupe has already held a 49% stake for many years - from its founders Nigel
          Bogle and Sir John Hegarty, and their partners, bringing the Groupe's ownership to
        - 100% of the shares of NEOGAMA/BBH in Brazil (34% from BBH and 66% from its
          founder, Alexandre Gama and his partners). NEOGAMA/BBH is one of the most creative and
          innovative Brazilian agencies, with an impressive list of successful achievements
          making it a top creative agency in the Brazilian market.

BBH is one of the world’s legendary agencies. Founded in London in 1982 by John
Bartle, Nigel Bogle and Sir John Hegarty, the agency has produced many highly acclaimed
campaigns over the past three decades including “Vorsprung durch Technik” for Audi, “Keep
Walking” for Johnnie Walker, “To Fly. To Serve” for British Airways, “The Axe Effect” for
Axe and “The Web is what you make of it” for Google, to name a few. This year, BBH won 21
Cannes Lions, including the Creative Effectiveness Grand Prix and 4 Gold Lions.

Recognized in the British and international markets as a flagship for modern
creativity, BBH London was named by Campaign magazine ‘Agency of the Year’ six times, an
absolute record. BBH has developed a micro-network, with offices in London, New York, Sao
Paulo, Singapore, Shanghai, Mumbai and Los Angeles, and employs some 1000 professionals
worldwide. Revenue for the BBH micro-network (excluding Brazil) reached 112.2 million
euros in 2011. Publicis Groupe has held a minority share of 49% of the agency since 2002,
when the group acquired Bcom3.

NEOGAMA/BBH’s story is very close to that of BBH’s, hence their agreement. The
campaigns developed by Alexandre Gama’s brilliant creative agency for clients including
Banco Bradesco, Johnnie Walker-Diageo, TIM, OMO and Renault are among the most powerful
and famous ever produced in Brazil. Headquartered in Sao Paulo, with an office in Rio de
Janeiro, NEOGAMA/BBH employs a staff of approximately 270. NEOGAMA/BBH’s 2011 revenue
reached 42.2 million euros. NEOGAMA/BBH will retain its name and will continue to be led
by its founder and Chief Creative Officer Alexandre Gama. Two of NEOGAMA/BBH’s affiliate
agencies, Triacom and Made in Moon, units providing digital and retail consulting services
respectively, also become part of Publicis Groupe through this deal.

Maurice Levy, Chairman and CEO of Publicis Groupe declared: “My relationship with
founders Nigel Bogle, Sir John Hegarty and Alexandre Gama spans a decade – years in which
I developed great admiration for the exceptional achievements of these legendary talents
and their agencies, the remarkable work they create for their clients, and their magnet to
attract talent and clients. These transactions will enable the unification of the BBH
network. Publicis Groupe has been a good partner to BBH and NEOGAMA/BBH over the past ten
years; we’ve managed to understand the rare and special company ethos of BBH, its symbol
(the black sheep) and its community of men and women, who are recognized as some of the
best professionals in our industry. Faithful to our motto, “Viva la Difference,” we have
decided, together with Nigel, John and Alexandre, to engineer an integration that will
preserve and protect their specific culture, their working methods, and the
characteristics of the agencies through an approach of “autonomy inside” the Groupe. Thus
all the ingredients that have enabled the success of BBH and NEOGAMA/BBH will be
protected, today, tomorrow and in the long term. BBH’s management will continue to be
independent and the network will develop in its own way, in its own style, while
benefiting from the support of Publicis Groupe’s resources to accelerate its growth both
geographically and via the expansion of its capabilities into more diverse areas. I’m very
proud that the founders and teams of BBH and NEOGAMA/BBH have chosen to join us”.

Nigel Bogle, Founder of BBH, added, “The decision was very clear. We were looking for
an opportunity that would ensure that our agency maintained a high degree of autonomy and
could continue to abide by the values characterized by the black sheep. The key point for
us was the preservation of our operational independence in managing the BBH brand, which
has produced almost uninterrupted growth for thirty years. The new ownership not only
ensures our autonomy, but bringsus considerable advantages through Publicis Groupe’s
resources and global infrastructure.”

Alexandre Gama, Chief Creative Officer of NEOGAMA/BBH, added: “This is an exciting
development for NEOGAMA/BBH and we are particularly proud to become a 100% BBH agency
within Publicis Groupe. The move brings scale, global reach and numerous opportunities,
which translates into good news for our clients, our teams and our agency’s future.”

Thirty years after the creation of BBH, Nigel Bogle and Sir John Hegarty have chosen
to assure the long-term success of their agency via this transaction – which guarantees
its future and autonomous functioning as a micro-network within Publicis Groupe – and have
set in place a new management structure capable of carrying out its future promise.

Sir John Hegarty has appointed Alexandre Gama to succeed him as Worldwide Chief
Creative Officer (WCCO). Simon Sherwood, previously Group Chief Executive Officer, takes
over as Group Chairman. Gwyn Jones, who joined BBH as part of the first graduate intake in
1987, becomes Group Chief Executive Officer and Neil Munn, CEO of BBH’s brand ventures
company Zag, takes on the Group Chief Operating Officer role in addition to his current

Nigel Bogle, Founding Partner and Sir John Hegarty, Founding Partner – Creative, will
remain active on client business but will transfer executive responsibility to this
management team. In addition to remaining closely involved with many BBH key accounts,
Nigel Bogle will also continue to coach and mentor the new management team. Given his
stature as a celebrated global creative leader, Sir John Hegarty will continue to champion
creativity and represent BBH on the global stage as well as key client assignments.

Sir John Hegarty said, “Creativity is at the very heart of BBH. The quality of our
work and the people who produce it have always been central to our success and will
continue to be so into the future.”

The Board of the BBH holding company will consist of three members of the Publicis
Groupe Management Board – Maurice Levy, Jean-Yves Naouri, and Jean-Michel Etienne – as
well as Steve King, Global CEO of ZenithOptimedia, Nigel Bogle, Sir John Hegarty and Simon
Sherwood. This board will delegate full responsibility and authority for the day-to-day
management and operation to a BBH Global Management Team led by Gwyn Jones.

About the new management:

Simon Sherwood, Group Chairman, has risen through the ranks of BBH having joined as
the first account manager in 1982. He ran BBH London then moved to Singapore to launch
BBH’s first overseas office in 1996 and since 1998 has lead the expansion of the business
globally. He will now chair the new BBH Board as well as the Global Management Team, in
addition to overseeing important client relationships.

Gwyn Jones has run both BBH London and BBH New York. He helped lead the London agency
through a period of strong growth and industry recognition with BBH winning ten Agency of
the Year awards in four years and a record three consecutive Campaign Magazine Agency of
the Year awards. In 2004, Gwyn transferred to New York to take on the position of CEO.
Again, he oversaw a period of both business and creative growth before returning to London
in 2008 to take up the Group Chief Operating Officer role.

Gwyn will be supported by Neil Munn who steps into the role of Group Chief Operating
Officer. Neil has been at BBH since 2006 when he was hired to set up BBH’s Brand Ventures
business, Zag. He also brings a wealth of commercial experience from his former position
as a BBH client when Global Marketing Director on Axe at Unilever. Neil will divide his
time between his new role and his leadership of Zag.

About Publicis Groupe

Publicis Groupe [Euronext Paris FR0000130577, part of the CAC 40 index] is the third
largest communications group in the world, offering the full range of services and skills:
digital and traditional advertising, public affairs and events, media buying and
specialized communication. Its major networks are Leo Burnett, MSLGROUP, PHCG (Publicis
Healthcare Communications Group), Publicis Worldwide, Rosetta and Saatchi & Saatchi.
VivaKi, the Groupe’s media and digital accelerator, includes Digitas, Razorfish, Starcom
MediaVest Group and ZenithOptimedia. Present in 104 countries, the Groupe employs 54,000

http://www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook:


About BBH

Bartle Bogle Hegarty is one of the world’s most famous creative advertising agencies.
Founded in 1982 by British ad men John Bartle, Nigel Bogle and John Hegarty, the agency
has produced campaigns for many of the world’s most illustrious brands. BBH’s distinctive
micro-network has offices in London, New York, Sao Paolo, Singapore, Shanghai, Mumbai and
Los Angeles and employs 1000 staff worldwide. The agency continues to work with its
founding client, Audi, and still uses the original “Vorsprung durch Technik” line in its
campaigns. The agency produces work for clients such as Diageo, Unilever, British Airways,
Google and Audi, that spans all media and types of content. The agency also builds its own
brands through its brand ventures company – Zag. The agency’s 28 year relationship with
Levi’s produced some of the most iconic advertising in history including “Launderette” and
“Flat Eric”. BBH campaigns have produced 9 number one hit singles. BBH was given the
Queen’s Award for Export Achievement in 1996 and 1997 in recognition of its global
expansion success. John Hegarty was knighted in 2007 for his services to the advertising
industry and awarded the first “Lion of St Mark” by the Cannes Festival of Creativity in
2011.BBH’s success has been founded on its belief in creativity and making its clients
brands famous. In the first quarter of 2012 BBH has won Agency of the Year at the Webby
Awards for its digital work on Google and ASOS Menswear. The London office is currently
Agency of the Year as voted by Campaign magazine, Creative Review magazine and the ARROWS
(the British Television Advertising Awards).



NEOGAMA/BBH is the eighth largest advertising agency in the Brazilian market,
according to IBOPE/MONITOR’s 2011 ranking. Founded in 1999 by Alexandre Gama, NEOGAMA
partnered with UK’s BBH Network in 2002 and established itself as one of the most creative
in the country, being the first Brazilian agency to be awarded Gold Lions simultaneously
in the Press and Film categories in the same year in Cannes, in 2003. NEOGAMA was also the
only Brazilian agency to win a Lion in Cannes still in its first year of operation. A
renowned brand manager, NEOGAMA/BBH is behind some of the most successful communication
cases in the advertising market, for brands such as TIM, Banco Bradesco, OMO, Renault and
Johnnie Walker.



        Publicis Groupe

        Peggy Nahmany
        Corporate Communication

        Martine Hue
        Investor Relations


        Sarah Pollard
        Communications Director


        Claudio Sa
        Corporate Communication

SOURCE Publicis Groupe

Source: PR Newswire