Publicis to buy Epsilon in biggest acquisition

Josh Hall's picture
by Josh Hall

Publicis is set to buy data-driven marketing agency Epsilon in the French ad giant’s biggest acquisition to date.

The firm will buy Epsilon for $4.4 billion from Alliance Data, in a move that it hopes will help it keep at the bleeding edge of personalisation.

Publicis has previously said that it intends to consolidate its services into a single platform offering. In order to do this, it says it will buy data, creative, and digital transformation businesses to bolster its arsenal.

But the firm has had a difficult few months, including a 15 per cent one-day drop in its share price in February after it revealed a surprise fall in fourth-quarter revenue.

In the UK, Publicis is best-known as the owner of Saatchi & Saatchi and Bartle Bogle Hegarty. The company employs over 80,000 staff worldwide.

Epsilon recorded revenues of $2.2 billion in 2018. Publicis executives said the acquisition would cost the group $3.95 billion after “deducting the benefit of acquisition-related tax set-up.”

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