Publicis continues Latin American expansion with Practia digital transformation deal

The addition of the Argentinian agency will enable Publicis Sapient to break into Latin America and further grow its geographic footprint, as well as expand its digital business transformation capabilities and global distributed delivery model,” said Arthur Sadoun, chairman and chief exec of Publicis.

“In light of the growing demand for digital business transformation, Publicis Groupe is scaling its expertise in Latin America to better serve its clients and help them win in commerce.”

Practia was founded in 1995. Though based in the Argentine capital, the agency has offices in the US, Spain and six other Latin American countries. Its clients include Banco de Chile, Telefonica, Western Union and Santander.

The deal marks the debut of Sapient in Latin America, an increasingly important regional market for agency groups. Earlier this month, Publicis creative agency Le Pub announced its expansion in the area.

Publicis Sapient boss Nigel Vaz said that the group needed to scale its offer to clients operating in that part of the world, adding that it was one of the “fastest-growing regions” for digital transformation services. “Practia’s strong leadership team, vision, deep expertise and impressive client roster, coupled with the cultural synergies between our two organizations, will enable Publicis Sapient to drive even greater impact for existing clients and attract new business as we scale.”

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Nelson Sprejer, co-founder of Practia, said: “Joining forces with Publicis Sapient will help propel our combined organizations forward as we target some of the most important challenges facing our clients today.

“Leveraging our deep roots in software engineering and our management’s industry expertise and strong academic background, we have increased our portfolio offerings, grown our professional team and expanded our geographic footprint in the Americas.”