Publicis will pay $4.4 billion to acquire Alliance Data's Epsilon marketing...
PARIS - Publicis will pay $4.4 billion to acquire Alliance Data’s Epsilon marketing unit, the French advertising group said on Sunday, expanding its digital business and North American footprint.
“The addition of Epsilon will propel Publicis as a leader of data-driven personalized experiences at scale,” the Paris-based company said in a statement outlining its biggest ever acquisition - which tops the 3.7 billion euros paid for tech consulting firm Sapient in 2014. The Epsilon purchase is “a very significant investment for a company of our size”, Chief Executive Arthur Sadoun said. “But we’re convinced it’s the right move ... in a world where data is at the heart of all decisions and the mobile phone has become our main interface.”
The French company said it would cancel a previously announced share buyback and finance the Epsilon deal with debt, adding that the acquisition would boost earnings and cash flow by at least 10 percent, starting next year.
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