Tuesday 2 July 2019 11:17 am

Publicis Groupe completes $4bn acquisition of data marketing firm Epsilon

Advertising giant Publicis Groupe today said it has completed its takeover of data marketing company Epsilon, revealing a final price tag of $3.95bn (£3.1bn).

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Publicis said the deal, which represents eight times Epsilon’s adjusted earnings, will boost its creative and tech operations as it looks to accelerate growth.

The French ad group said Epsilon’s tech offering will be available to all parts of its business, which includes Publicis Communications and Publicis Sapient.

Chief executive Bryan Kennedy will remain in charge of the US firm, and will join Publicis’s executive committee.

“We are very pleased to have finalised the closing of the Epsilon acquisition in record time, at a very compelling price, creating immediate value for our shareholders,” said Arthur Sadoun, Publicis chairman and chief executive.

“This acquisition completes our sets of assets harmoniously, with data capabilities that are second to none, and propels the Groupe as the global leader of personalized experiences at scale.”

Shares in Publicis dropped just over one per cent following the announcement.

Publicis secured the purchase, first announced in April, from US behemoth Alliance Data, which recently unveiled an overhaul of its management structure as it looks to refocus on its core card services business.

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Publicis said the deal will give a boost to shareholders, increasing earnings per share by 12.5 per cent.