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LBi International N.V. was a global marketing and technology agency,[1] now merged with Digitas to form DigitasLBi.[2]

Key Information

Headquartered in Amsterdam (the Netherlands), LBi had 32 offices in 17 countries and a staff of approximately 2,000, who collaborate with brands on digital marketing services such as design, branded content, mobile, CRM and social media. In 2012, Publicis Groupe bought LBi for €416m in cash,[3] and in 2013 merged the company with Digitas.

History

[edit]

Formed by the merger of LB Icon, Framfab and Wheel:[4][5] in August 2006, then remodelled after the merger with bigmouthmedia in 2010. It was listed on Euronext in Amsterdam. From 2006 until the bigmouthmedia merger in 2010 LBi was a dual-listed company with shares also available on the OMX Nordic Exchange in Stockholm (symbol: LBI). LB is an acronym for Lost Boys, Icon was formerly named Icon Medialab, Framfab was Framtidsfabriken - the Future Factory.

One of the three current New York city offices became part of the LBi group of companies after merging with IconMedialab in the 1990s. This was previously Tom Nicholson Associates, a company started by Thomas J Nicholson in 1987.[6] It was located in the historic Puck Building on the corner of Lafayette and Houston.

The Atlanta office was led by Joe Schab and became part of LBi upon the acquisition of Creative Digital Group in 2007. In 2011, Lisa Campbell Harper was named Managing Director and led the Atlanta division until the merger with Digitas in 2013.[7]

In January 2008, LBi acquired specialist search optimisation company Netrank from UKRD_Group in a move to boost its search capabilities. Lucy Allen was retained as Managing Director, with Manley leading the new Exeter office through to the Publicis Groupe acquisition in 2012.[8] LBi beat WPP Group and a second undisclosed bidder to buy the agency.

In April 2008, LBi bought social media agency Special Ops for $45m.[9] Special Ops co-founders, Jason Klein and Christian Anthony, were both exited from LBi in a management restructure late in 2010.[10]

On 1 August 2010, LBi was absorbed by Obtineo[11] and the company delisted from the Swedish stock exchange. Obtineo was composed of digital agency bigmouthmedia and €50m of new investment from the Carlyle Group, Cyrte and Janivo.[12] On the same date, Obtineo rebranded as LBi.

LBi acquired the New York-based Mr Youth in November 2011 in a deal worth $40m.[13]

In November 2012, LBi announced the acquisition of ecommerce systems integrator Sceneric.[14]

In September 2012, Publicis Groupe bought LBi for £333m in a cash deal,[15] and later merged the company with Digitas to form DigitasLBi.

Offices

[edit]

The company had over 2,000 employees located primarily in the major European and American business centers: Amsterdam, Atlanta, Berlin, Brussels, Copenhagen, Cologne, Dubai, Edinburgh, Exeter, Ghent, Hamburg, London, Madrid, Milan, Mumbai, Munich, New York City, Malmö, Stockholm and Zurich. As of 2011, clients included: ABN Amro, BT, Barclays Capital, Canon, Confused, British Airways, Autoglass, Sony, Thomas Cook and Volvo.

Personnel

[edit]

In June 2012, Michael Islip replaced Phil Gripton as MD of LBi UK.[16]

Timeline

[edit]
  • 1995: Lost Boys and Icon Medialab are founded
  • 2001: Lost Boys and Icon Medialab combine to form LB Icon
  • 2004: Winsome Benelux, Wheel and Aspect are acquired by LB Icon
  • 2005: Framfab and Oyster partner
  • 2006: The new agency formed by Framfab and Oyster is acquired by the agency now known as LBi
  • 2007: LBi acquires Syrup and Iven & Hillmann
  • 2008: LBi acquires Special Opps and Netrank
  • 2010: Bigmouthmedia merges with LBi to form the world’s largest independent marketing and technology agency
  • 2011: LBi announces the acquisition of New York-based social media agency Mr Youth (later rebranded as MRY)
  • 2012: LBi acquires Sceneric
  • 2012: LBi bought by Publicis Groupe

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

LBi

View on Grokipedia
from Grokipedia
LBi International N.V. was a global and technology agency headquartered in , , specializing in blending creative, media, and technological solutions for brands. Originating from the Dutch agency Lost Boys, founded in 1993, LBi itself was established in 2006 through a series of , including with Icon Medialab and others, rapidly expanding into one of Europe's largest independent digital networks. By 2012, LBi had grown to approximately 2,200 employees across 32 offices in 16 countries, serving major clients such as , , , and with award-winning digital campaigns. 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. 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. The combined entity continued to innovate in , earning recognition for integrated campaigns across industries. By , as part of a strategic to streamline operations under Groupe, the LBi name was phased out, with the agency reverting to Digitas to emphasize a more cohesive global identity.

Overview

Company Profile

LBi International N.V. was a global and technology agency headquartered in , . Formed in 2006 through the merger of LB Icon AB and Framfab AB, it operated as an independent entity until its acquisition by Groupe in 2012 and subsequent merger with Digitas in 2013, evolving into DigitasLBi. At its peak, LBi employed approximately 2,200 people across 33 offices in 16 countries, establishing a significant presence in , , , and the . 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 .

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. 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 (UX) design to create intuitive interfaces that enhanced customer interactions, alongside solutions that optimized online sales and customer journeys for retailers like . The firm also excelled in developing integrated campaigns that combined creative storytelling with technological implementation, such as mobile applications and activations, to drive brand engagement. LBi emphasized a blended that fused insights, media, creativity, and technology to ensure seamless, multichannel digital experiences for clients. This was supported by tools developed prior to 2013, including the Audience Engagement Platform, which facilitated content distribution, performance measurement, and audience interaction across digital touchpoints. The agency's services catered to diverse sectors, including automotive with clients like for digital campaigns enhancing brand connectivity, travel through partnerships such as for integrated online experiences, and entertainment via projects with , including mobile and social initiatives for product launches like the Xperia range. 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 , a specialist in interactive marketing; LB Icon, an international digital firm that had acquired in 2004; and Framfab, a leading Scandinavian digital agency founded in . 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. 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. The new entity, LBi International N.V., established its headquarters in , , while maintaining significant hubs in , , to leverage the merged expertise in digital strategy, interactive design, and technology solutions. Listed on both the Stock Exchange (OMX Nordic) and 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. This structure facilitated cross-border operations, with LB Icon delisted shortly after to streamline the unified corporate identity. 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 , emphasizing a focus on integrating operations across to capitalize on the combined client portfolios and creative capabilities. The board prioritized pan-European synergy, drawing on Framfab's Nordic strengths and LB Icon's and broader European presence, including Wheel's interactive expertise. 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. 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.

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 that enhanced its capabilities in , , and technology integration. This period saw the company strengthen its European base while pushing into new markets, including and , 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. A pivotal move came in 2010 with the merger of LBi and bigmouthmedia, a Scottish-based digital agency specializing in and . 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 offerings across Europe. This merger not only expanded LBi's client base in retail and sectors but also integrated advanced analytics tools, enabling more data-driven campaigns. Shortly after, in February 2010, LBi acquired TRIPLE , a Danish digital agency with 28 employees focused on and , for €5.25 million plus performance-based incentives; this strengthened its Nordic operations and added specialized skills in mobile and . In 2011, LBi continued its acquisition strategy with the purchase of Mr Youth, a New York-based and 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 office in November 2011 to tap into 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 experiences. Revenue growth underscored this expansion, with net rising 12% to €196.6 million in 2011, fueled by increased demand for digital services amid the post-recession recovery in 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 outposts. These developments not only diversified LBi's 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.

Acquisition by Publicis Groupe

In September 2012, Publicis Groupe announced its acquisition of LBi International N.V., one of the last major independent 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. 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. 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. The acquisition aligned with Publicis Groupe's strategic push to expand its digital capabilities amid accelerating industry consolidation and the growing for integrated digital solutions. LBi's prior and expertise in digital strategy, , and marketing made it an attractive target, enabling Publicis to elevate its digital revenue share to over 35% while leveraging LBi's proprietary platform for data-driven client insights. Maurice Lévy, Chairman and CEO of Groupe, highlighted the move as a key step in building a comprehensive , with LBi CEO Luke Taylor echoing that the partnership would accelerate innovation and client value within a larger network. Immediate impacts included leadership continuity, as Publicis committed to retaining LBi's Management Board and senior managers to ensure seamless operations. 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. 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. LBi's boards assessed the transaction with consideration for stakeholders, including employees and clients, expressing optimism about expanded growth opportunities and stability within Groupe's global infrastructure. This acquisition paved the way for further structural changes, such as the subsequent merger with Digitas in 2013.

Operations

Global Offices

LBi was headquartered in , , 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 , , and , which supported its delivery of integrated 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. In , LBi's offices formed the core of its operations, with key locations in (focused on strategy and creative direction), , , , , , and additional sites in , , , , , and Zurich. These hubs emphasized creative services, insight-driven campaigns, and technology integration tailored to diverse European markets. North American presence centered on and , where teams handled client-facing technology solutions, media planning, and execution for major brands. Asian expansion included offices in and , alongside a presence in the (), to address emerging market demands and facilitate global collaboration. The office infrastructure featured modern facilities equipped for collaborative work, including shared digital platforms and communication systems that enabled real-time across time zones. Employee distribution prioritized larger teams in flagship locations like , , and New York to drive innovation and client service efficiency.

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 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. Key C-suite executives included Chris Clarke, who joined in June 2008 from Digitas , 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 CEO until 2012, when he transitioned to lead EMEA operations, supporting regional growth in , the , and . Other notable hires in the executive team included Anil Pillai, promoted to CEO in 2012 to drive local client strategies. The workforce totaled approximately 2,200 employees in , distributed across creative, , 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 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.

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. 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. 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. 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, , and across approximately 25 offices in 16 countries. With a combined of around 5,700 professionals and projected annual exceeding $800 million, the strategic goals included scaling ' digital operations—which already accounted for over 35% of group —and enabling seamless global client service delivery. Initial office consolidations targeted key hubs in the U.S., U.K., , and to streamline operations and foster a cohesive network. Challenges during the merger primarily involved integrating distinct agency cultures and resolving client conflicts, such as LBi's work with conflicting with Digitas' account, which led to LBi's U.S. operations merging with ' MRY agency instead of fully joining DigitasLBi. emphasized a careful approach to cultural alignment, with executives like Stephan Beringer leading efforts to blend the agencies' teams without disrupting ongoing client work. By mid-2013, the merger was largely complete, positioning DigitasLBi as a leading player in global .

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 and technology solutions. 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 and . The agency's focus on combining creative storytelling with analytical tools positioned it as a leader in connected , contributing to sustained increases, including a 13.9% organic growth in ' digital operations in 2013. 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. 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. 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. As of 2025, Digitas operates as a key 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. The agency reported 12% organic revenue growth in 2024, alongside a 38% year-over-year increase in new business, underscoring its robust performance within ' portfolio, which achieved 5.8% organic growth for the full year. LBi's legacy endures in Digitas' global digital strategy, having established a foundational network that expanded reach into and beyond, enabling seamless cross-continental campaigns and high client retention rates of 91% as of 2025. 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 .

Key Events

Timeline

1993: Lost Boys, a pioneering Dutch digital agency focused on web design, multimedia, and software development, is founded in by Michiel Mol and two associates. This entity later serves as a key predecessor to LBi. 1996: Medialab is established in , , by Johan Staël von Holstein and partners, specializing in e-business consulting and internet services, becoming another foundational component of LBi's network. 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 and technology services. The merger, announced in December 2001 and completed in early 2002, positions LB Icon as a major player in the sector. 2006: LB Icon merges with Framfab AB in August, forming LBi International, Europe's largest independent and technology agency at the time, with approximately 1,200 employees across 10 countries. The combined entity lists on and OMX Nordic Stockholm, emphasizing integrated digital solutions. 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. 2012: Groupe announces the acquisition of LBi on September 20 for €416 million in cash, completed later that year, bringing LBi under the umbrella and boosting the group's digital revenue share. The deal includes LBi's data and units, such as bigmouthmedia and Mr Youth. 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. 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.

Notable Clients and Campaigns

LBi established long-term partnerships with major clients across industries, leveraging its expertise in digital platforms, mobile applications, and during its independent years from 2006 to 2013. Notable among these were , for whom LBi managed digital campaigns centered on innovative mobile entertainment features; , where LBi handled global paid search and digital optimization to enhance booking experiences; and , supporting automotive digital initiatives focused on interactive user interfaces and brand engagement. 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 through immersive creation and sharing tools, emphasizing seamless integration of capabilities with ecosystems like PlayStation features. This project highlighted LBi's ability to blend hardware promotion with , earning a Silver in the technology, media & telecoms sector category at the 2012 Digital Impact Awards for its innovative approach to brand interaction. Similarly, for , 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. In the automotive sector, LBi collaborated on 's digital efforts, including contributions to the 2008 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 Lions nods for broader digital innovation in similar projects. 's continued reliance on LBi for pre-merger further evidenced the agency's role in elevating automotive UX standards.

References

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  59. https://www.digitas.com/en-us/pressroom/digitas-launches-nx-score-new-standard-measuring-brand-connection
  60. https://www.campaignlive.com/article/agency-performance-review-2025-digitas/1913343
  61. https://www.publicisgroupe.com/en/news/press-releases/publicis-groupe-2024-full-year-results
  62. https://www.thedrum.com/news/publicis-merge-lbi-and-digitas-form-new-global-digital-marketing-group
  63. https://www.wsj.com/articles/SB958591038375388632
  64. https://investors.interpublic.com/news-releases/news-release-details/interpublic-makes-significant-investment-icon-medialab
  65. https://www.cbinsights.com/investor/lbi-group
  66. https://www.thedrum.com/news/ba-calls-global-search-account-review-decade-long-lbi-partnership-ends
  67. https://adage.com/article/agency-news/digitaslbi-merger-sparks-auto-client-conflict/239637/
  68. https://www.oneclub.org/awards/theoneshow/-award/18403/xperia-studio/
  69. http://digitalimpact.blob.core.windows.net/media/4907/DIA_book12_sans-crop.pdf
  70. https://www.campaignlive.co.uk/article/volvo-ocean-race-euro-rscg-4d/892491
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