Deal marks rollout of Digitas brand in Asia

Publicis Groupe SA, the French advertising giant that recently bought the Boston Internet marketing firm Digitas Inc. for $1.3 billion, is acquiring a Chinese interactive marketing agency that will be rebranded as Digitas Greater China.

The transaction ‘‘marks the international roll-out of Digitas in Asia, following its recent deployment in the UK, as well as in France,’’ Publicis said.

The Chinese agency is Communication Central Group. Financial terms of the deal were not disclosed.

When Publicis bought Digitas, it said it intended to establish a cutting-edge international digital marketing network.

Plans also call for Digitas to launch Prodigious Greater China, a stand-alone production company.
(By Chris Reidy, Globe staff)