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LBi

LBi International N.V. was a global digital marketing and technology agency headquartered in Amsterdam, Netherlands, specializing in blending creative, media, and technological solutions for brands.^[1]^[2] Originating from the Dutch agency Lost Boys, founded in 1993, LBi itself was established in 2006 through a series of mergers and acquisitions, including with Icon Medialab and others, rapidly expanding into one of Europe's largest independent digital networks.^[3]^[4]^[5] By 2012, LBi had grown to approximately 2,200 employees across 32 offices in 16 countries, serving major clients such as Coca-Cola, IKEA, Johnson & Johnson, and Volvo with award-winning digital campaigns.^[6]^[2] That year, Publicis Groupe acquired LBi in an all-cash deal valued at €416 million (approximately $540 million), marking a significant consolidation in the digital advertising sector.^[6]^[7] In 2013, LBi merged with Publicis-owned Digitas to form DigitasLBi, creating a unified global network with enhanced capabilities in data-driven marketing and technology services.^[8] The combined entity continued to innovate in digital transformation, earning recognition for integrated campaigns across industries. By 2018, as part of a strategic rebranding to streamline operations under Publicis Groupe, the LBi name was phased out, with the agency reverting to Digitas to emphasize a more cohesive global identity.^[9]^[8]

Overview

Company Profile

LBi International N.V. was a global digital marketing and technology agency headquartered in Amsterdam, Netherlands.^[10] Formed in 2006 through the merger of LB Icon AB and Framfab AB, it operated as an independent entity until its acquisition by Publicis Groupe in 2012 and subsequent merger with Digitas in 2013, evolving into DigitasLBi.^[11]^[12] At its peak, LBi employed approximately 2,200 people across 33 offices in 16 countries, establishing a significant presence in Europe, North America, Asia, and the Middle East.^[13] The agency positioned itself as Europe's largest independent provider of integrated digital solutions, combining creative services, technology development, and media strategies to enhance client customer engagement.^[12]

Services and Expertise

LBi provided a comprehensive suite of digital services, encompassing digital strategy, creative design, technology development for web and mobile applications, media planning, and data analytics, enabling brands to engage customers across digital channels and platforms.^[14] The agency's approach integrated these elements to deliver end-to-end solutions, from conceptualization to execution, focusing on measurable business outcomes through innovative digital experiences. In terms of expertise, LBi specialized in user experience (UX) design to create intuitive interfaces that enhanced customer interactions, alongside e-commerce solutions that optimized online sales and customer journeys for retailers like HMV.^[15] The firm also excelled in developing integrated campaigns that combined creative storytelling with technological implementation, such as mobile applications and social media activations, to drive brand engagement.^[16] LBi emphasized a blended methodology that fused insights, media, creativity, and technology to ensure seamless, multichannel digital experiences for clients. This philosophy was supported by proprietary tools developed prior to 2013, including the Audience Engagement Platform, which facilitated content distribution, performance measurement, and audience interaction across digital touchpoints.^[17] The agency's services catered to diverse sectors, including automotive with clients like Volvo for digital campaigns enhancing brand connectivity, travel through partnerships such as British Airways for integrated online experiences, and entertainment via projects with Sony, including mobile and social initiatives for product launches like the Xperia range.^[18]^[1]^[19] This sectoral breadth allowed LBi to apply tailored expertise in creating cohesive digital ecosystems that aligned with specific industry needs.

History

Formation and Early Mergers

LBi originated from the merger of three key digital agencies: the UK-based Wheel, a specialist in interactive marketing; LB Icon, an international digital firm that had acquired Wheel in 2004; and Framfab, a leading Scandinavian digital agency founded in Sweden.^[20]^[21]^[22] The merger between Framfab AB and LB Icon AB was announced in March 2006 after months of speculation, with regulatory permission granted by the Swedish Companies Registration Office on July 12, 2006.^[21]^[23] It was formally registered on July 31, 2006, effective August 1, creating LBi International AB as a pan-European digital powerhouse with combined operations across multiple countries.^[24]^[24] The new entity, LBi International N.V., established its headquarters in Amsterdam, Netherlands, while maintaining significant hubs in London, UK, to leverage the merged expertise in digital strategy, interactive design, and technology solutions.^[10] Listed on both the Stockholm Stock Exchange (OMX Nordic) and Euronext Amsterdam under the ticker "LBI," the company issued 35,634,133 new shares to LB Icon shareholders, resulting in a total of 60,522,946 shares outstanding.^[24] This structure facilitated cross-border operations, with LB Icon delisted shortly after to streamline the unified corporate identity.^[24] Following the merger, Robert Pickering, former CEO of LB Icon AB, was appointed as CEO of LBi International AB on August 2, 2006, by the board of directors, emphasizing a focus on integrating operations across Europe to capitalize on the combined client portfolios and creative capabilities.^[25] The board prioritized pan-European synergy, drawing on Framfab's Nordic strengths and LB Icon's UK and broader European presence, including Wheel's interactive expertise.^[25]^[21] Post-merger, LBi demonstrated strong initial financial momentum, reporting revenue of €36.4 million in the three months ending September 30, 2006—a 51% increase from €24.1 million in the prior year's comparable period—reflecting successful early consolidation of the predecessor agencies' billings.^[26] This growth underscored the scale achieved through the merger, positioning LBi as Europe's largest independent digital agency network at the time, though it also involved navigating the complexities of aligning diverse cultural and operational practices across its entities.^[21]^[27]

Growth and Acquisitions

Following its formation, LBi entered a phase of significant expansion from 2007 to 2011, driven by a combination of strategic acquisitions and organic growth that enhanced its capabilities in digital marketing, social media, and technology integration. This period saw the company strengthen its European base while pushing into new markets, including North America and Asia-Pacific, to build a more robust global footprint. By focusing on acquisitions that complemented its expertise in creative and technical services, LBi positioned itself as a leader in integrated digital solutions.^[28] A pivotal move came in 2010 with the merger of LBi and bigmouthmedia, a Scottish-based digital agency specializing in search engine optimization and social media marketing. Valued at approximately $150 million, the deal combined LBi's creative and technology strengths with bigmouthmedia's expertise in performance marketing, bolstering LBi's presence in the UK and enhancing its social media offerings across Europe. This merger not only expanded LBi's client base in retail and e-commerce sectors but also integrated advanced analytics tools, enabling more data-driven campaigns. Shortly after, in February 2010, LBi acquired TRIPLE Copenhagen, a Danish digital agency with 28 employees focused on interactive design and user experience, for €5.25 million plus performance-based incentives; this strengthened its Nordic operations and added specialized skills in mobile and web development.^[29]^[30]^[10] In 2011, LBi continued its acquisition strategy with the purchase of Mr Youth, a New York-based social media and youth marketing agency, in a deal valued at up to $50 million. This acquisition brought 140 employees and projected $25 million in annual sales, significantly expanding LBi's U.S. footprint and capabilities in consumer engagement for brands targeting younger demographics. Complementing this inorganic growth, LBi pursued organic expansion through office openings and team buildouts; for instance, it launched a Sydney office in November 2011 to tap into Asia-Pacific demand, marking its entry into the region with a focus on localized digital strategies for Australian and broader APAC clients. These moves reflected a strategic shift toward deeper technology integration, such as combining social listening tools from bigmouthmedia and Mr Youth with LBi's proprietary platforms for seamless omnichannel experiences.^[31]^[22]^[32] Revenue growth underscored this expansion, with net revenue rising 12% to €196.6 million in 2011, fueled by increased demand for digital services amid the post-recession recovery in Europe and emerging U.S. opportunities. Employee numbers also swelled, reaching approximately 1,500 by the end of 2011 through hires and acquisition integrations, supporting operations across expanded European hubs and new North American and Asia-Pacific outposts. These developments not only diversified LBi's revenue streams—balancing creative, media, and technology services—but also drove pre-acquisition valuation growth, culminating in a strong market position that attracted major interest from global holding companies.^[33]^[28]^[31]

Acquisition by Publicis Groupe

In September 2012, Publicis Groupe announced its acquisition of LBi International N.V., one of the last major independent digital marketing agencies globally, for €416 million in cash, equivalent to €2.85 per share—a 39.8% premium over the 12-month weighted average closing price.^[34]^[35] The deal, which secured irrevocable undertakings from holders of approximately 67% of LBi's shares, was unanimously recommended by LBi's management and supervisory boards and was expected to close in the first quarter of 2013.^[35] This transaction integrated LBi's 2,200 employees across 32 offices into Publicis Groupe's digital portfolio, enhancing its position as a leader in digital communications.^[35]^[36] The acquisition aligned with Publicis Groupe's strategic push to expand its digital capabilities amid accelerating industry consolidation and the growing demand for integrated digital solutions.^[35] LBi's prior organic growth and expertise in digital strategy, technology, and marketing made it an attractive target, enabling Publicis to elevate its digital revenue share to over 35% while leveraging LBi's proprietary technology platform for data-driven client insights.^[37]^[35] Maurice Lévy, Chairman and CEO of Publicis Groupe, highlighted the move as a key step in building a comprehensive digital ecosystem, with LBi CEO Luke Taylor echoing that the partnership would accelerate innovation and client value within a larger network.^[35] Immediate impacts included leadership continuity, as Publicis committed to retaining LBi's Management Board and senior managers to ensure seamless operations.^[35] Following the deal's completion in early 2013, LBi's shares were delisted from NYSE Euronext Amsterdam on March 7, 2013, ending its status as a publicly traded entity.^[38] Initial synergies focused on combining LBi's technical strengths with Publicis agencies like Digitas, promising earnings per share accretion in the first full year and cost savings through administrative efficiencies.^[35]^[39] LBi's boards assessed the transaction with consideration for stakeholders, including employees and clients, expressing optimism about expanded growth opportunities and stability within Publicis Groupe's global infrastructure.^[40]^[36] This acquisition paved the way for further structural changes, such as the subsequent merger with Digitas in 2013.^[41]

Operations

Global Offices

LBi was headquartered in Amsterdam, Netherlands, serving as the central hub for strategic oversight and operational coordination of its international activities. The agency maintained an extensive global network comprising 32 offices across 16 countries in Europe, North America, and Asia, which supported its delivery of integrated digital marketing and technology services to multinational clients. This structure employed approximately 2,200 professionals, distributed across major business centers to ensure localized execution and cross-regional synergy.^[42]^[1] In Europe, LBi's offices formed the core of its operations, with key locations in London (focused on strategy and creative direction), Berlin, Stockholm, Paris, Brussels, Milan, and additional sites in Edinburgh, Exeter, Cologne, Hamburg, Munich, and Zurich. These hubs emphasized creative services, insight-driven campaigns, and technology integration tailored to diverse European markets. North American presence centered on New York City and Atlanta, where teams handled client-facing technology solutions, media planning, and execution for major brands. Asian expansion included offices in Mumbai and Beijing, alongside a presence in the United Arab Emirates (Dubai), to address emerging market demands and facilitate global collaboration.^[43]^[10]^[44] The office infrastructure featured modern facilities equipped for collaborative work, including shared digital platforms and communication systems that enabled real-time project management across time zones. Employee distribution prioritized larger teams in flagship locations like Amsterdam, London, and New York to drive innovation and client service efficiency.^[45]

Leadership and Personnel

LBi's top leadership during its independent era was led by CEO Luke Taylor, who guided the company from 2008 until its acquisition by Publicis Groupe in 2012. Taylor, previously the UK chief executive, was promoted to the global role in January 2008, succeeding Robert Kleinschmidt and overseeing strategic expansion and integration following key mergers.^[46]^[47] Key C-suite executives included Chief Creative Officer Chris Clarke, who joined in June 2008 from Digitas London, where he had served as president and executive creative director; Clarke focused on elevating LBi's creative output across digital campaigns and brand experiences. Ewen Sturgeon held significant operational roles, serving as UK CEO until 2012, when he transitioned to lead EMEA operations, supporting regional growth in Europe, the Middle East, and Asia. Other notable hires in the executive team included Anil Pillai, promoted to UK CEO in 2012 to drive local client strategies.^[48]^[49] The workforce totaled approximately 2,200 employees in 2012, distributed across creative, technology, strategy, and account management roles to support full-service digital offerings. This composition reflected LBi's emphasis on blending multidisciplinary expertise, with a significant portion dedicated to technology and creative development amid the agency's focus on innovative digital solutions. Leadership fostered an environment prioritizing international talent, drawing from its global footprint to build diverse teams capable of addressing varied client needs in multiple markets.^[1]

Merger and Legacy

Merger with Digitas

In early 2013, following Publicis Groupe's completion of its acquisition of LBi in January, the company announced the merger of LBi with Digitas to form a unified global digital agency network named DigitasLBi.^[50]^[51] The integration process, overseen by a team of senior executives from both agencies and Publicis, began immediately and was expected to unfold over several months, focusing on unifying leadership and operations.^[52] Luke Taylor, then CEO of LBi, was appointed global chief executive of DigitasLBi, reporting to Bob Lord, CEO of Publicis' digital technology division, while regional leaders such as Colin Kinsella for North America and Ewen Sturgeon for Europe, Middle East, and Asia retained their roles to ensure continuity.^[52]^[51] The merger combined LBi's strengths in creative technology and European market expertise with Digitas' data-driven marketing capabilities, aiming to create enhanced services in connected marketing, strategy, analytics, e-commerce, and social media across approximately 25 offices in 16 countries.^[51]^[53] With a combined workforce of around 5,700 professionals and projected annual revenue exceeding $800 million, the strategic goals included scaling Publicis' digital operations—which already accounted for over 35% of group revenue—and enabling seamless global client service delivery.^[51] Initial office consolidations targeted key hubs in the U.S., U.K., Germany, and India to streamline operations and foster a cohesive network.^[52] Challenges during the merger primarily involved integrating distinct agency cultures and resolving client conflicts, such as LBi's work with Volvo conflicting with Digitas' General Motors account, which led to LBi's U.S. operations merging with Publicis' MRY agency instead of fully joining DigitasLBi.^[54] Publicis emphasized a careful approach to cultural alignment, with executives like Stephan Beringer leading efforts to blend the agencies' teams without disrupting ongoing client work.^[51]^[52] By mid-2013, the merger was largely complete, positioning DigitasLBi as a leading player in global digital marketing.^[53]

Post-Merger Evolution and Impact

Following the 2013 merger, DigitasLBi experienced significant operational growth, expanding its workforce to approximately 6,000 employees across 25 countries by 2018, which enabled broader global service delivery in digital marketing and technology solutions.^[8] This period marked an integration of LBi's European expertise with Digitas' data-centric approach, fostering advancements in data analytics services that supported client strategies in customer relationship management and personalized marketing.^[55] The agency's focus on combining creative storytelling with analytical tools positioned it as a leader in connected marketing, contributing to sustained revenue increases, including a 13.9% organic growth in Publicis' digital operations in 2013.^[56] In March 2018, DigitasLBi underwent a global rebrand to simply Digitas, dropping the "LBi" suffix to streamline its identity under the Publicis Groupe umbrella and emphasize a unified agency model.^[57] This rebranding retained the iconic unicorn mascot originating from LBi's heritage, symbolizing the agency's innovative and mythical approach to digital transformation, while adopting a new mission to "make bold champions of the possible" through integrated experiences.^[8] The change reflected five years of successful integration, allowing Digitas to accelerate growth by aligning more closely with Publicis' media and data divisions, such as Epsilon, to enhance client offerings in AI-driven personalization.^[58] As of 2025, Digitas operates as a key Publicis Groupe agency, continuing to innovate with tools like the NX Score, an AI-powered index launched in August 2025 that measures brand-consumer connections using search trends, social engagement, and purchase data to inform strategic decisions.^[59] The agency reported 12% organic revenue growth in 2024, alongside a 38% year-over-year increase in new business, underscoring its robust performance within Publicis' portfolio, which achieved 5.8% organic growth for the full year.^[60]^[61] LBi's legacy endures in Digitas' global digital strategy, having established a foundational network that expanded reach into Europe and beyond, enabling seamless cross-continental campaigns and high client retention rates of 91% as of 2025.^[60] This influence is evident in the retention of key LBi-era clients and the agency's emphasis on data-integrated creativity, which has sustained long-term partnerships and driven innovations in AI and analytics.^[62]

Key Events

Timeline

1993: Lost Boys, a pioneering Dutch digital agency focused on web design, multimedia, and software development, is founded in Amsterdam by Michiel Mol and two associates. This entity later serves as a key predecessor to LBi.^[63] 1996: Icon Medialab is established in Stockholm, Sweden, by Johan Staël von Holstein and partners, specializing in e-business consulting and internet services, becoming another foundational component of LBi's network.^[64] 2001: Icon Medialab merges with Lost Boys to create LB Icon, a pan-European digital agency with over 1,000 employees across multiple offices, combining expertise in interactive media and technology services. The merger, announced in December 2001 and completed in early 2002, positions LB Icon as a major player in the new media sector.^[5] 2006: LB Icon merges with Framfab AB in August, forming LBi International, Europe's largest independent digital marketing and technology agency at the time, with approximately 1,200 employees across 10 countries. The combined entity lists on Euronext Amsterdam and OMX Nordic Stockholm, emphasizing integrated digital solutions.^[65] 2010: LBi merges with bigmouthmedia in August following an announcement in February, creating a strengthened digital agency with enhanced SEO, paid search, and performance marketing capabilities, and expanding its global footprint to approximately 1,600 employees across 15 countries. This deal, valued at around $150 million, integrates bigmouthmedia's specialist teams into LBi's operations.^[29] 2012: Publicis Groupe announces the acquisition of LBi on September 20 for €416 million in cash, completed later that year, bringing LBi under the Publicis umbrella and boosting the group's digital revenue share. The deal includes LBi's data and social media units, such as bigmouthmedia and Mr Youth.^[18] 2013: Publicis Groupe merges LBi with Digitas on February 4, forming DigitasLBi, a global digital agency network with over 5,700 employees across 25 countries, led by former LBi CEO Luke Taylor. The integration combines Digitas's data-driven marketing with LBi's technology expertise to create a unified digital powerhouse.^[51] 2018: DigitasLBi rebrands to Digitas on March 12, dropping the LBi suffix to reflect five years of integration and a unified global identity under Publicis Groupe, while maintaining a focus on connected marketing solutions. This evolution signals the culmination of LBi's legacy within the larger Digitas network.^[8]

Notable Clients and Campaigns

LBi established long-term partnerships with major clients across industries, leveraging its expertise in digital platforms, mobile applications, and user experience design during its independent years from 2006 to 2013. Notable among these were Sony, for whom LBi managed digital campaigns centered on innovative mobile entertainment features; British Airways, where LBi handled global paid search and digital optimization to enhance travel booking experiences; and Volvo, supporting automotive digital initiatives focused on interactive user interfaces and brand engagement.^[19]^[66]^[67] A standout campaign was LBi's work on Sony Ericsson's Xperia range, particularly the 2011 Xperia Studio interactive experience, which invited global users to explore the limits of mobile technology through immersive digital content creation and sharing tools, emphasizing seamless integration of smartphone capabilities with entertainment ecosystems like PlayStation features. This project highlighted LBi's ability to blend hardware promotion with user-generated content, earning a Silver award in the technology, media & telecoms sector category at the 2012 Digital Impact Awards for its innovative approach to brand interaction. Similarly, for British Airways, LBi's decade-long oversight of paid search contributed to streamlined mobile booking integrations, enabling real-time optimizations that improved user accessibility for flight reservations and personalized travel planning across digital channels.^[68]^[69]^[66] In the automotive sector, LBi collaborated on Volvo's digital efforts, including contributions to the 2008 Volvo Ocean Race interactive website, where users controlled virtual rescue scenarios to engage with the brand's safety and adventure narrative, produced in partnership with Euro RSCG 4D to demonstrate advanced web-based UX simulations. These campaigns underscored LBi's pre-merger prowess in delivering measurable digital impact, such as enhanced user engagement through targeted search and interactive elements, though specific revenue uplifts were not publicly detailed; the agency's overall recognition as Digital Agency of the Year by Marketing magazine in 2012 affirmed its excellence in such client successes, including Cannes Lions nods for broader digital innovation in similar projects. Volvo's continued reliance on LBi for digital strategy pre-merger further evidenced the agency's role in elevating automotive UX standards.^[70]^[42]

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Publicis to merge LBi and Digitas to form new global digital ...
Feb 5, 2013 · Following the completion of its takeover by Publicis, digital agency LBi is to be merged with Digitas to form at new digital agency network, ...
[55]
Another Twist in Digitas-LBi Merger: LBi to Merge With MRY in U.S.
Feb 14, 2013 · Volvo, a longtime LBi client, learned of the merger via a report in Ad Age. It has been weighing whether to begin a search for a new digital ...
[56]
https://www.publicisgroupe.com/sites/default/files/press-release/20140214_PUB_PR_FY_2013_Results.pdf
[57]
Publicis reports 5.2% revenue growth for 2013 as Omnicom merger ...
Feb 13, 2014 · The global marketing network which owns Saatchi and Saatchi, DigitasLBi, Razorfish and ZenithOptimedia, reported net income of €816m, up by 11. ...
[58]
DigitasLBi Changes its Name to “Digitas,” Signaling a
Mar 12, 2018 · Since the merger between Digitas and LBi in 2013, the two leading digital agencies have integrated seamlessly to form a global network ...
[59]
DigitasLBi rebrands globally to Digitas in a bid to form a ... - Campaign
Mar 12, 2018 · In the US, the agency started out 35 years ago with its roots in direct mail under a different name. Around 18 years ago, it rebranded to ...Missing: history | Show results with:history
[60]
Digitas Launches NX Score: The New Standard for Measuring ...
Aug 7, 2025 · NX Score is an AI-powered index that evaluates brand connection using data like search trends, social engagement, and purchase behaviors, ...Missing: revenue | Show results with:revenue
[61]
Agency Performance Review 2025: Digitas - Campaign US
Apr 15, 2025 · Digitas saw growth in numbers and relationships, with a 38% year-over-year increase in new business and 12% growth in organic revenue.Missing: NX | Show results with:NX
[62]
Publicis Groupe: Full Year 2024 Results
Feb 4, 2025 · Ending 2024 as world's largest advertising group: +6.3% organic growth in Q4, leading to +5.8% for the full year; Strong FY performance ...
[63]
Publicis to merge LBi and Digitas to form new global digital ...
“The combination of Digitas and LBi will create the world's leading concentration of digital skills and competencies in the world, capable of delivering ...Missing: expertise | Show results with:expertise
[64]
https://investors.interpublic.com/news-releases/news-release-details/interpublic-makes-significant-investment-icon-medialab
[65]
Interpublic Makes Significant Investment In Icon Medialab
Mar 24, 1999 · The company was founded in 1996 and successfully went public on the Stockholm Stock Exchange in 1998. Icon Medialab's reported net sales in ...
[66]
Icon Medialab merges with Lost Boys - Campaign
Dec 20, 2001 · Lost Boys was founded in 1993 and has approximately 500 employees spread over Amsterdam, Barcelona, Berlin, London, Madrid, Paris, San ...Missing: agency | Show results with:agency
[67]
LBi International Portfolio Investments, LBi International Funds, LBi ...
LBi was formed by the merger of LB Icon and Framfab in August 2006 and is listed on Euronext in Amsterdam as well as on OMX Nordic in Stockholm (symbol: LBI).
[68]
BA calls global search account review as decade-long LBi ...
British Airways has called a review for its multi-million pound global search account, which has been held by LBi for more than a decade.
[69]
DigitasLBi Merger Sparks Conflict Between Volvo and GM - Ad Age
Feb 6, 2013 · After Publicis announced merger of LBi and Digital, LBi client Volvo takes issue with Digitas' work for General Motors.
[70]
Xperia Studio - Sony Ericsson - The One Club for Creativity
Xperia Studio invites people across the globe to test the limits of mobile technology. Not by making calls clearer or screens brighter, but by seeing how a ...
[71]
[PDF] Winners - NET
Oct 9, 2012 · Silver - Sony Xperia (LBi). Bronze - Skype (1000heads). Bronze ... airline on Instagram above travel giants Lufthansa, British Airways and. United ...
[72]
Volvo 'ocean race' by Euro RSCG 4D - Campaign
Sep 25, 2008 · An interactive website where the user controls the actions of four participants in a sea rescue. The site was produced with LBi Gothenburg.