Digital agency Wangfan, founded in 1997, will be rebranded to become part of Publicis Modem Shangai. Wangfan chief executives Bill Wang will become managing director of the merged group following the deal.

The acquisition is part of a Publicis strategy of boosting revenue derived from emerging economies, and a specific goal of doubling its size in China between 2010 and 2012. In the past year, it has acquired Chinese agencies Genedigi, Dreams, Interactive Communications and Eastwei Relations.

Publicis chief operating officer and chairman of China Publicis, Jean-Yves Naouri, comments, ‘China is a core priority for us – it’s a market where we aim to be perceived as essential interlocutors.’

Wangfan, which has a projected 16 per cent revenue increase for 2011, focuses on piloting interactive campaigns, web branding and website design and has a 61-person team that will become part of Publicis.

Wang remarks, ‘Now that we will be operating from within a major international communications group we can sharpen some new skills and put them at the service of our clients.’

CAC 40- listed Publicis Groupe is the third largest communications group in the world and is headquartered in Paris, France.