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Advertising firm, Publicis Group, has bought the entirety of ad agency BBH, as well as its partly owned Brazilian affiliate.

The terms of agreement were not disclosed by the group. Since 2002, the ad giant has owned 49% of BBH—known for campaigns like that for Unilever PLC's Axe body spray andGoogle Inc. while BBH owned 34% of Neogama/BBH.

Publicis Group has acquired BBH in two separate transactions. 51% of the shares of the Bartle Bogle Hegarty (BBH) network – in which Publicis Groupe has already held a 49% stake for manyyears – from its founders Nigel Bogle and Sir John Hegarty, and their partners, bringing the Groupe’s ownership to 100%.

The second transaction says that 100% of the shares of NEOGAMA/BBH in Brazil (34% from BBH and 66% from its founder, Alexandre Gama and his partners). NEOGAMA/BBH is one of the most creative and innovative Brazilian agencies, with an impressive list of successful achievements making it a top creative agency in the Brazilian market.

Publicis set aside €400 million to €500 million for acquisitions in 2012, and is in preliminary talks about additional deals in markets like China and Brazil, company chief executive Maurice Levy said in a telephone interview. Mr. Levy said Publicis would rely on fast-growing markets such as Brazil, to help offset lackluster growth in its core European market.