In business, as in love, complementarity is often the key to success. Syneido always applies this logic when it comes to external growth. The fact that the independent communications group has set its sights on Logic Design, an agency specialising in branding and packaging, is no coincidence. Following the acquisition of a stake in Elvis in 2022, designed to strengthen its creative dimension, Syneido is now acquiring a recognised player with a long history in the design market.
“The objective that guides Syneido is always the same: to activate the cross-disciplinary nature of its businesses and offer a complete range of communication services, with the exception of PR and events”, explains Frédéric Clipet, Chairman of Syneido, on the acquisition of an agency that will also enable the group to invest heavily in the food sector.
MAJOR TURNING POINT. And with good reason. With references such as Herta, La Laitière, Vittel, Vico, Carambar & Co, Brioche Pasquier and even Joker – for which it recently redesigned the brand – the Logic Design agency (40 employees and annual gross margin of 5 million euros) has a long and valuable experience in the field. “Logic Design was founded in 1988 and has always worked mainly in the food sector, which now accounts for 80% of our business”, says Jérôme Lanoy, founder of the Paris-based agency.
He sees this integration as a way of ensuring the transition in the long term, as well as meeting the current needs of advertisers.
“The food sector is at a turning point, just as the barcode is about to give way to the QR Code. The need for enhanced information for the consumer and the links with digital that it creates have become essential”, he points out, while the merger with Syneido should enable Logic Design to equip itself accordingly while retaining its brand. “We’re not doing a build-up for the sake of doing a build-up. That’s why the integration of Logic Design makes sense. There is no duplication between the Syneido and Logic Design teams,” emphasises Guillaume Ruckebusch, CEO of Syneido, on the subject of a “strategy that has proved its worth in terms of customer and employee loyalty”.
At the same time, Syneido has taken a significant step forward with the entry of Nord Capital Partenaires into its capital, alongside ReSources Capital, enabling the group to strengthen its investment power. The aim is to accelerate growth in the face of a future that is likely to benefit the multi-expert model rather than specialists within the independent agency world. However, this does not call into question Syneido’s independence. Frédéric Clipet and Guillaume Ruckebusch, co-founders and majority shareholders, will retain governance, with the shareholders representing around 20% of the capital. Once again, a logical choice.
KEY FIGURES
40 Number of Logic Design employees.
250 Number of Syneido Group employees.
Article published in Stratégies on 13/11/2024.
By SORLIN CHANEL.
