During Q3, Publicis Groupe 'went shopping,' as Sadoun puts it, investing $1bn in acquiring influencer marketing platform Influential and commerce marketing company Mars United. 'These give us the opportunity to grow, of course, but more importantly, we think, help us to build a connected media ecosystem,' he says.
Sadoun describes his new media model as a 'category killer' and feels it is key to sustaining the group's momentum moving into 2025 and beyond.
This ecosystem is essentially the combination of expertise in addressable media, creators and commerce, underpinned by the 2 billion individual profiles that sit within its first-party data powerhouse, Epsilon.
'What has really changed is the media landscape' - Ron Raviv highlights how the integration of addressable media, creators, and commerce presents a significant growth opportunity.
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