The French multinational advertising and public relations company Publicis Groupe acquired data-driven marketing American company Epsilon. The acquisition has been marked as one of the marketing industries biggest ever deals amounting worth $4.4bn (£3.36bn), says a report from Campaign Asia.
The acquisition is believed to strengthen Publicis’ ability to offer data-driven personalized experiences to a scale: analysts estimate that the deal could give Publicis access to more than 200 million customer data sets and transform its targeted marketing solutions services, particularly in North America.
A Publicis press release said: "This acquisition will accelerate the implementation of Publicis' strategy to become the preferred transformation partner for its clients."
Info available about Publicis Groupe from its website says, Publicis was founded in 1926, currently, Publicis is 3rd largest communications group in the world. The Groupe is organized into 4 Solutions Hubs for easier connectivity and integration: Publicis Communications, Publicis Sapient, Publicis Media and Publicis Health.
Information available about Epsilon on its website it says, data is at the core of everything that Epsilon does. As a data-driven marketing agency, Epsilon helps businesses understand big data, interpret patterns in order to anticipate how, when and where customers will engage with their brand!