BUCHAREST—Publicis Groupe has signed a definitive agreement to increase its equity stake in its long-term Romanian partner agencies—including award-winning public relations firm The Practice—to 51 percent.

The deal also includes the Romania operations of Leo Burnett & Target, Starcom MediaVest Group, Optimedia, and iLeo. The five agencies together employ more than 150 professionals and work with clients including Procter & Gamble, Samsung, Avon Cosmetics, SanofiAventis, AXA Group, OMV Petrom, GlaxoSmithKline, H&M, Kraft Foods, Novartis Sandoz and Heineken.

“We have made our development in fast growing markets a top priority for the Groupe,” says Jean-Yves Naouri, Publicis Groupe COO. “This is an important milestone and a further testimony of our commitment to Central & Eastern Europe, with Romania as a key market.”

The Practice is The Holmes Report’s reigning Eastern European Consultancy of the Year, after the 15-person firm ranked among the top 15 agencies in our global Creative Index last year. It has been responsible for several international award-winning campaigns: establishing a new national holiday, Man’s Day, on behalf of InBev’s Bergenbier; organizing a “common people Olympics” to celebrate the athletic achievements of ordinary Romanians on behalf of Quadrant Amroq beverages; and the “Meet the Indestructible” campaign for Varta Romania, introducing a new, ultra-durable flashlight.