Publicis Groupe has announced its acquisition of Mars United Commerce, an independent commerce marketing firm with over 1,000 employees across 14 global hubs. Founded 50 years ago, Mars is celebrated for its innovative approach and deep understanding of shopper behavior, supported by its proprietary commerce insights platform and extensive retail relationships. Under CEO Rob Rivenburgh, the integration aims to enhance Publicis’ existing commerce capabilities.
This acquisition addresses the growing complexity of commerce, enabling brands to navigate fragmented channels and technologies effectively. By combining Mars United’s expertise with Publicis’ extensive resources, the partnership aims to create a leading connected commerce solution that allows clients to execute comprehensive marketing strategies and drive sales across both online and offline environments.
The collaboration will optimize key areas, including strategy and insights by merging Epsilon’s identity data with Mars United’s shopper analytics, improving media activation through a deeper understanding of retail dynamics, and enhancing performance measurement by integrating ecommerce insights from Publicis’ Profitero platform.
Rivenburgh expressed excitement about the partnership, emphasizing the potential to accelerate Mars’ vision as a global commerce leader. Publicis Groupe CEO Arthur Sadoun noted that the acquisition, alongside others like Influential, positions the company to provide clients with unparalleled understanding of consumer behavior and access to innovative media channels, ultimately enhancing client relationships and transparency in their investments.
