Big Fuel is the latest to join Publicis' VivaKi group of acquired agencies which already includes Digitas, Razorfish and more.

Publicis Groupe, one of the largest communications firms in the world, has acquired 51 percent of New York-based social media agency Big Fuel with an option to increase its participation to 100 percent from 2014.

Big Fuel will be aligned under Publicis’ VivaKi organization and serve as a strategic “social media center” for some of its other properties, namely digital agencies Digitas, Razorfish, Starcom MediaVest Group and Zenith Optimedia.

Financial terms of the deal were not disclosed. Robin Wauters/Tech Crunch.

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