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France: Publicis strikes new path after Omnicom collapse

 |  November 3, 2014

Less than six months after French advertising giant Publicis failed to merge with US rival Omnicom, reports say the company has struck a new takeover that signals a renewed path for the company.

Publicis announced Monday plans to acquire marketing and consulting firm Sapient in a $3.7 billion takeover. Reports say the move is part of Publicis’s plans to strengthen its position against digital rivals like Google and Facebook.

Together, the companies say, they will form Publicis.Sapient, a new platform that works “exclusively on digital transformation and the dynamics of an always-on world across marketing, omni-channel commerce, consulting and technology.’

The takeover follows Publics’s failed attempt to merge with Omnicom for $35 billion; the deal would have resulted in the world’s largest advertising firm, according to reports.

Full content: DealBook

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