M6 sells social media agency CTZAR

France’s M6 is to sell advocacy and social media agency CTZAR, which works on positioning brands with audiences through social media.

M6 said that it had, through its advertising subsidiary M6 Publicité, agreed the sale of its majority stake of CTZAR to the Group The Independents.

As part of its diversification strategy, M6 Group acquired CTZAR at the end of 2018 to strengthen its presence in social media and enrich its offer of advertising solutions.

M6 described CTZAR as a “forerunner” agency in the field social media marketing and influence.

CTZAR, it said, doubled its turnover between 2019 and 2023 and increased its profitability to above 15%.

The broadcaster said that in order to accelerate its international development, CTZAR would benefit by joining The Independents, a global marketing and communication group specializing in luxury and lifestyle based in 10 countries.