October 16, 2008, 12:00 AM

Performics adds search expertise to new Publicis Groupe marketing unit

Performics, sold by Google recently to Publicis Groupe, brings search marketing expertise to the Paris-based marketing conglomerate’s new VivaKi Nerve Center, a collection of Publicis agencies providing performance-based marketing services.

Performics, sold by Google recently to Publicis Groupe, brings search marketing expertise to the Paris-based marketing conglomerate’s new VivaKi Nerve Center, a collection of Publicis agencies providing performance-based marketing services, including Phonevalley, Webformance, Click2Sales and iBase, Publicis says.

Google, the dominant search engine, acquired Chicago-based Performics as part of its acquisition earlier this year of ad network services company DoubleClick Inc., but within a month announced its intention to sell Performics because it didn’t want to be directly involved in managing search marketing campaigns. Performics also provides affiliate marketing services. It brings Publicis about 200 marketing experts and about 130 clients.

Publicis announced the completion of its acquisition of Performics in September. Terms were not disclosed.

“The acquisition of Performics will position the Groupe for significant growth by delivering a broad portfolio of clients into our operations,” says Maurice Lévy, chairman and CEO of Publicis Groupe. “Performics will also bring widely recognized talent and capabilities that can be embedded into the client teams inside Digitas, Starcom MediaVest Group and ZenithOptimedia. Not only will this acquisition bring critical mass to Publicis Groupe’s formidable search capabilities, but it will also enhance our affiliate marketing and overall performance marketing offering.”

The Performics team will report to Curt Hecht, president of the VivaKi Nerve Center.

Google says it will continue workign with Performics as a partner in search marketing. “Publicis Groupe has been a leader in the advertising industry for decades, and we believe Performics` growing business will benefit from being part of it,” says Google chairman and CEO Eric Schmidt. “We look forward to working with Performics as a partner.”

The transaction is subject to customary closing conditions and is expected to close in the third quarter of 2008, Publicis says.

Performics, which changed its name from Dynamic Trade in 2001, was acquired by DoubleClick for $58 million in 2004.

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