Publicis buy largest privately owned digital agency for $575 million

The sale marks a change of course for Rosetta CEO Chris Kuenne, who had said he wasn’t interested in being acquired.

According to Advertising Age, the deal gives Publicis three of the 10 top digital shops by 2010 revenue: No. 1 is Digitas, No. 4 Razorfish, and No. 8 Rosetta.

The deal represents a change of heart for Rosetta CEO Chris Kuenne, who told U.S. 1 in March 2010:

“We are really focused on becoming the No. 1 interactive agency on the planet. Numbers 1 and 2 (Digitas and Razorfish) were recently acquired by Publicis. We are growing faster and are more profitable than they. While we are smaller than those two companies today, we are on a trajectory—we grew by 35 percent in 2008 and they grew eight percent. Our profitability is 70 percent higher than the industry average.”

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