Omnicom takes a slice of Shunya

Beijing - Omnicom has taken an minority stake in China-based Shunya Communications Group through its BBDO network.

As part of the agreement, Shunya's four division, Shunya International Ad, Shunya Profuture Events Marketing, Shunya International PR and Shunya PR, will become a part of Omnicom's BBDO, Proximity, Porter Novellia and Pleon respectively.

Michael Birkin, Omnicom's vice chairman and chairman & CEO Asia Pacific, would not disclose the size of the stake, but said it was "significant".

He added that the acquisition would not result in any changes to Shunya's senior management teams.

"Shunya is well recognised as a leading creative agency and certainly the strongest integrated communications group in China," he said.

David Zhang, Shunya's founder and chairman, said: "The partnership with Omnicom will take us to yet another level through our investment in talent development, client experience andd business innovation."

Serge Dumont, Omnicom's senior VP and president Asia Pacific, said the partnership is "particularly meaningful" as top-quality marketing and communications services become increasingly important for MNCs in China and Chinese companies expanding abroad.

He added that it would also allow the Omnicom Group to tap into Shunya's network in China's interior provinces.