Publicis Teams Up With Baidu, Sohu.com to Build China Presence

Publicis Groupe SA is working with online companies in China including Baidu Inc., Sohu.com and Tudou.com to target advertising in the country and help make the territory one of its biggest markets.

“We want to have a very special look at China because I believe this market has to become one of our most important,” Publicis Chief Executive Officer Maurice Levy said in an interview last night. A research initiative also involving large global companies that he didn’t name will start with a focus on display ads, he said.

Publicis, one of the world’s largest advertising companies and owner of the Leo Burnett and Saatchi & Saatchi agencies, is also drafting a strategic review of China which includes future acquisitions, Levy said. Publicis competitor WPP Plc said this month that China would become its third-largest market in the next few years.

“I believe we can do better in China,” Levy said. “Our review will look at our position there and how we should be conducting business for the next three years.”

Marketers and advertising companies are increasing investments in emerging markets such as China, the world’s most- populous country and the third-biggest economy.

Baidu operates China’s most popular online search engine while Tudou.com is seen as the country’s answer to YouTube. Sohu.com Inc. operates China’s fourth-most-visited Web portal.

To contact the reporter on this story: Kristen Schweizer in London at kschweizer1@bloomberg.net.

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