Third in size marketing agency in the world, Publicis will acquire American agency specialized in digital advertising, Sapient for USD 3,7 billion since it wants to speed up business growth.
The acquisition will be funded through cash and new loan which will not affect Publicis’credit rating, the executive manager of the French agency, Maurice Levy, outlined. It was outlined that the takeover is an intention to revitalize the group after its growth in the last quarter legged behind competitors such as WPP and Interpublic.
- Publicis and Sapient will be technological leader which will help their users to succeed in digital world. The agreement will generate the base for speeding up growth since it will open new markets and new profit channels – the executive manager at Publicis said.
Last year, Publicis generated 38,4% of its profit through digital media and its objective is to increase the stake to 50% by 2018 which could be done faster with, Sapient, analysts think.