Maya Robertson
Publicis Groupe has announced the acquisition of Mars United Commerce, an independent commerce marketing company formerly known as the Mars Agency, for an undisclosed sum. With over 1,000 employees spread across 14 global hubs, Mars specializes in helping brands navigate complex shopper ecosystems both online and offline. The acquisition aims to strengthen Publicis’ ability to provide comprehensive commerce solutions, positioning it as a leader in driving brand growth at the point of purchase.
Founded 50 years ago, Mars United Commerce has built a reputation for its approach to commerce marketing, combining deep shopper insights with proprietary technology platforms. The company has extensive relationships with retailers, enabling brands to gain a competitive edge. Led by CEO Rob Rivenburgh, Mars brings a wealth of expertise that will be critical in scaling and enhancing Publicis’ existing commerce capabilities, allowing clients to thrive in today’s competitive and fragmented market.
With the acquisition, Publicis Groupe clients will benefit from a more robust commerce offering, including optimized strategies and insights. By merging Epsilon’s first-party data with Mars United’s shopper behavior analytics, brands will gain a 360-degree understanding of the consumer journey. This fusion of data will open up new opportunities to influence shopper decisions and drive more targeted, effective campaigns.
Rob Rivenburgh, Global CEO of Mars United, expressed excitement about the acquisition, stating, “Joining Publicis Groupe will accelerate our vision of becoming the world’s leading global commerce company. With Publicis’ support, we can offer even more opportunities to our existing clients and introduce our connected commerce solution to new markets. We look forward to shaping the future of commerce together.”
Additionally, Publicis will enhance its performance measurement capabilities by integrating insights from its digital shelf platform, Profitero, with Mars United’s data on commerce media performance. This will provide clients with an unparalleled view of their marketing performance across channels, helping them drive growth both online and offline.
Arthur Sadoun, CEO of Publicis Groupe, also shared his enthusiasm, commenting, “We are thrilled to welcome Rob and the talented Mars United team to Publicis Groupe. Their innovative technology and expertise will further enhance our ability to deliver world-class commerce solutions to our clients, both in digital and physical spaces. With Mars United, Publicis is uniquely positioned to help brands connect with their customers on a deeper level, using new media channels like Connected TV, Commerce, and Creators, while maintaining transparency and control over their investments.”
The acquisition of Mars United, following Publicis’ recent purchase of Influential, solidifies Publicis Groupe’s commitment to expanding its commerce offerings and helping brands grow in a rapidly evolving marketplace.
Comments
Loading…