The new integrated agency will be known as Saatchi & Saatchi Pro, and will comprise a team of more than 40 staff servicing Saatchi & Saatchi clients in Germany and greater Europe.
Christian Rätsch, CEO of Saatchi & Saatchi Germany, says: “Through the digital competence of zweimaleins, Saatchi & Saatchi Germany should generate 60 percent of its revenues with digital services by 2017.”
He adds: “Today the majority of our [Saatchi & Saatchi Germany’s] revenue is based on communications direct to consumers. While this has been successful we have not been accessing the huge market in Germany for B2B communications as strongly as we could have.
“The acquisition and integration of zweimaleins to create Saatchi & Saatchi Pro enables this.”
The announcement comes after Publicic Groupe’s top-level shake-up this month, which saw COO Jean-Yves Naori leave the business, and the Razorfish and Rosetta agencies come together under the new Razorfish Global brand.
The group, which operates consultancies including Poke, DigitasLBi and Turner Duckworth, also announced earlier this month that 72-year-old CEO Maurice Lévy will stay on for longer than expected following its failed merger with Omnicom.