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Havas has acquired Hotglue, an Australian marketing agency that counts L’Oréal and Italian truck maker Iveco among its clients.

The dollar value of the deal was not disclosed. It marks at least the third acquisition that Havas has made since the start of the year. In January, it picked up a German performance marketing agency called EProfessional that also lists L’Oréal among its clients. A few weeks later, Havas grew its UK presence by acquiring Ledger Bennet, which helps business-to-business brands get the word out about their products.

Hotglue, the newest addition to Havas’ agency network, has a different profile than the marketing giant’s previous two purchases. Hotglue provides a variety of marketing services ranging from e-commerce lead generation to content creation. In one engagement, the firm helped a client secure a brand ambassador deal with one of Australia’s most prominent Olympic swimmers. Another project saw Hotglue create a series of social media clips at its in-house video studio.

In a prepared statement, Havas CEO Yannick Bolloré described Hotglue as a “forward-thinking business that perfectly aligns with Havas’ global Converged strategy, sharing our deep focus on clients’ ever-increasing needs for cross-functional, fully integrated communications solutions.” The company’s recently unveiled Converged strategy will see it make significant investments in AI over the next few years to boost staffers’ productivity.

Hotglue’s website states that the firm has clients in the retail, fast-moving consumer goods, automotive and finance sectors. Some of those clients might be new to Havas, which would make the Australian firm a particularly valuable buy.

The recruiting aspect of such deals is not also notable. According to its LinkedIn page, Hotglue has about 50 employees. Buying a group of marketing professionals with experience working as a team is much faster than onboarding 50 new hires and building a team from scratch. Those time savings can be valuable for a firm set on quickly expanding its presence in a given market.

Havas says that the acquisition brings its total headcount in Melbourne, where Hotglue is based, to more than 120 staffers. The Hotglue team will join Havas Media, the part of the marketing giant that manages large enterprise clients’ ad budgets.

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