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(AOF) – The Publicis group announced that it had acquired Mars United Commerce, “the largest independent e-commerce and retail marketing company,” according to a press release. The amount of the transaction would be more than $500 million, according to Les Echos du jour. This is Publicis’s largest acquisition in five years after the acquisition of Epsilon ($44 billion). In 2024, the communications giant acquired Sapient for $3.7 billion.
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A healthy global market
According to Magna (Interpublic Group), the growth of the global advertising market was limited to 1% over one year during the first quarter compared to a dynamic start to the year in 2022. However, for the full year, the company forecasts much higher growth, driven by digital. This performance is the result of China’s economic rebound since the end of the “zero Covid” policy. In the first quarter, advertising spending jumped 6% in this country over one year. Elsewhere, expected performances are lower for 2023: 4.2% growth in Europe (including 2.8% in France) and 2.5% in North America (4.2% if we exclude political advertising in decline without an election). The good results of the three world leaders (the French Publicis, the British WPP and the American group Omnicom) in the first quarter reflect this market development.
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