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Publicis Groupe completes acquisition of Epsilon for $3.95bn

Publicis Groupe completes acquisition of Epsilon for $3.95bn

The $4bn acquisition of data business Epsilon has been completed by Publicis Groupe, it has confirmed.

The deal will see current chief executive Bryan Kennedy continue his lead while also joining the Publicis Groupe Executive Committee and report directly to the overall chief executive and chairman Arthur Sadoun.

The deal was revealed to have been worth $3.95bn, a multiple of 8.2 times the company's EBITDA based on 2018 figures, and will result in the business being integrated centrally within Publicis Groupe.

All round elements of the Groupe; Publicis Communications, Publicis Media, Publicis Sapient and Publicis Health will tap into the business’ capabilities and insights.

Sadoun stated: “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. 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. With the addition of Epsilon’s capabilities in data to our existing creative, media and technology firepower, we have all the necessary assets and talent to help our clients leapfrog their competition and grow profitably, in a data-led, digital-first world.

“Our clients will benefit from a seamless, end-to-end service to solve all their marketing and transformation challenges across creative, media, data and technology,” he added.

In announcing the completion of the deal, the company also claimed synergies would be created in combining the creative agency business held by Epsilon with the North American operation of Publicis Communications while Publicis Media and CJ Affiliate (acquired as part of the Epsilon deal) would also be aligned.

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