Publicis Groupe has announced the acquisition of Mars United Commerce, a commerce marketing agency. The deal values Mars at approximately $600 million, according to the Wall Street Journal, and aims to strengthen Publicis Groupe’s position in the rapidly growing commerce market.
A deeper understanding of buying behavior
Mars United Commerce specializes in helping brands optimize their online and in-store presence. By combining Publicis Groupe’s shopper data with Mars United Commerce’s consumer insights, the companies aim to provide marketers with a deeper understanding of buying behavior and more effective strategies to influence purchasing decisions.
“Joining Publicis Groupe will help Mars realize our vision of being the preeminent global commerce company faster and more completely. We’re excited to have the support of Publicis to bring new opportunities to our existing clients and also to share our connected commerce solution with new clients around the globe. We look forward to writing the next chapter of commerce together,” said Global CEO of Mars United, Rob Rivenburgh.
Focus on expanding its commerce offerings
The acquisition aligns with Publicis Groupe’s recent focus on expanding its commerce offerings. In 2022, the company acquired Profitero, an e-commerce software company that provides analytics for brands. This latest acquisition further solidifies Publicis Groupe’s commitment to helping clients navigate the evolving digital landscape.
“Publicis is uniquely positioned to help our clients understand both existing consumers and future 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. All of this, in clients’ own ecosystems, giving them control over their customer relationships and transparency in their investments and outcomes,” said Publicis Groupe CEO, Arthur Sadoun.
As brands increasingly seek direct relationships with consumers, the demand for commerce marketing services has skyrocketed. Publicis Groupe’s acquisition of Mars United Commerce positions the company to capitalize on this growing trend and offer clients comprehensive solutions for their commerce needs.
