Publicis Groupe has agreed to acquire Rosetta, taking the largest privately owned digital agency off the table. The purchase price is $575 million in cash, plus potential deferred payments dependent on the agency’s future performance.
The deal means the third-largest agency holding company now owns three of the 10 top digital shops by 2010 revenue: No. 1 Digitas, No. 4 Razorfish and No. 8 Rosetta, according to Ad Age DataCenter. Hamilton, N.J.,-based Rosetta, with primarily health care, retail and financial services clients, had $218 million in revenue last year, up 23% from the prior year. That makes it bigger than AKQA, one of the few remaining digital acquisition targets, because it’s not already owned by an advertising holding company.
In January, Ad Age named Rosetta its top pick of shops to watch in the coming year.