Publicis Groupe, one of the world’s oldest and largest marketing and communication companies, announced the acquisition of Mars United Commerce in a press release dated September 19, 2024. Mars, the world’s largest independent commerce marketing company, helps clients make efficient online and offline marketing decisions with over 1,000 employees across 14 hubs globally.
Mars’s proprietary suite of commerce solutions has seen it drive the growth of over 100 hundred top brands globally through commerce media expertise, proprietary shopper intelligence, and retail consultancy. The acquisition means that Publicis can supercharge its commercial capabilities to provide the industry’s deepest and richest database of consumer and shopper behavior and ends at the digital and physical shelves of the world’s leading online and offline retailers.
Per the press report, the new merger would help Publicis Groupe’s clients to create and execute commerce solutions that optimize strategy, insights, media, performance, and performance measurement. Wall Street Journal reports that Mars is valued at $600 million, per sources familiar with the deal.
Mars United’s Global CEO, Rob Rivernburg, says the acquisition will help Mars achieve its dreams of becoming a prominent global commerce company “faster and more completely.” He says, “We’re excited to have the support of Publicis to bring new opportunities to our existing clients and share our connected commerce solution with new clients around the globe. We look forward to writing the next chapter of commerce together.”
Speaking on the acquisition, Arthur Sadoun, Publicis Groupe CEO, says that Mars’ “innovative spirit and proprietary platforms will further connect and complement our existing capabilities to deliver industry-leading, end-to-end commerce solutions for our clients, both online and offline.” Sadoun added that the purchase of Mars, alongside Influential, will help Publicis’ clients better understand “both existing customers and prospects, and connect that knowledge at an individual level to the new media channels that work hardest for their business: Connected TV, Commerce, and Creators.”
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