Publicis Groupe has acquired independent commerce marketing company Mars United Commerce for an undisclosed amount, with the aim of leveraging Mars’ proprietary technology and solutions to further scale and supercharge Publicis’ existing commerce capabilities.
Winning in commerce, by changing shopper behaviour to drive business results, is increasingly a core element of marketeers’ winning strategies. But activating in commerce has become increasingly complex, as brands must navigate a fragmented array of channels, media, technologies and data.
The combination of Publicis Groupe and Mars aims to solve this complexity by creating a connected commerce solution, which allows clients to plan and activate through the full marketing funnel and increase sales at the point of purchase.
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Arthur Sadoun, Publicis Groupe CEO, said, “We are delighted to be welcoming Rob Rivenburgh and his incredible teams at Mars to Publicis Groupe. Their innovative spirit and proprietary platforms will further connect and complement our existing capabilities, to deliver end-to-end commerce solutions for our clients, both online and offline.”
“With the acquisition of Influential this summer, and now Mars, 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 (CTV), commerce and creators. All of this, in clients’ own ecosystems, giving them control over their customer relationships and transparency in their investments and outcomes,” Sadoun added.
With more than 1,000 employees based in 14 hubs worldwide, Mars helps marketeers turn their products into the consumers’ top choice for online and offline shopper ecosystems.
Leveraging Mars’ history of innovation, deep understanding of shoppers, proprietary commerce insights platform, and its extensive retailer relationships, Publicis Groupe aims to offers its clients and brands the opportunity create and implement end-to-end commerce solutions that optimise:
Strategy and Insights – Publicis Groupe Epsilon + Mars United
Fusing the power of Epsilon’s first-person identity data with Mars United’s proprietary data on shoppers and shopping behaviour will give clients 360-degree insight into purchase journeys and new opportunities to motivate shopper behaviour change.
Media and activation: Publicis Media + Mars United
Combining the scale of Publicis Media with Mars United’s comprehensive understanding of retail organisations – including media, marketing, merchandising and operations – will help brands and clients win the last mile of purchase in physical and digital locations with more efficient and effective campaigns.
Performance and measurement: Publicis Groupe Profitero + Mars United
Merging insights into e-commerce sales and operations from Publicis’ digital shelf platform Profitero, with Mars United’s data set on commerce media performance will give clients a complete view of their commerce marketing performance – online and offline – and the ability to drive brand growth.
Rob Rivenburgh, Global CEO of Mars United, concluded, “Joining Publicis Groupe will help Mars realise our vision of being the pre-eminent 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.”
