With the Epsilon acquisition in 2019, Publicis Groupe was able to take a lead in using data and technology to help drive businesses’ digital and marketing transformation.
As an American technology company, Epsilon has considerable expertise and a wealth of data thanks to its 9,000 talent, including 3,700 data scientists and 2,000 engineers based in Bangalore.
Epsilon’s expertise ranges across the entire consumer data lifecycle. It firstly allows client raw data to be structured and enhanced, and then large-scale, personalized, multi-channel campaigns to be activated. The new Epsilon PeopleCloud product suite quickly became Publicis Groupe’s unified data and technology platform to better optimize its clients’ media spend.
The announced disappearance of third-party cookies (postponed to end-2023) and the changes related to IDFA are profoundly altering the way in which advertisers can identify their consumers and personalize their messages at scale. Since 2012, Epsilon has built an immunity with the development of CORE ID, which is the most stable and accurate identification offer in the industry, making it one of the ideal partners for our clients to help them in their consumer knowledge.
In 2021, Epsilon continued to strengthen its lead in this area. Epsilon signed a technological and commercial partnership with The Trade Desk to build a new generation, personalized activation platform, powered by real individualized profiles. Epsilon was also appointed a “Leader” by Forrester in the ranking of Loyalty Solutions. In addition, the Media Rating Council, an audience quality rating organization in the United States, has given Epsilon the first industry accreditation in terms of outcome-based delivery, thus recognizing its ability to use data to link digital media to consumer purchasing behavior, both online and in person. Lastly, the acquisition of CitrusAd during the year will enable the Groupe to become one of the leaders in the market for identity-based retail media, combining its online expertise to Epsilon’s offline expertise.
Publicis Sapient is Publicis Groupe’s technological, digital and consulting platform, enabling our clients to accelerate their digital transformation by drawing on the expertise of a team of nearly 17,000 talent.
Since 2018, Publicis Sapient has been organized on the basis of Industry Verticals to bring together sector expertise and provide insight into the challenges and opportunities to grow and transform, and offer our clients the know-how that will ensure their success. The eight Industry Verticals are automotive, consumer products, energy and raw materials, retail, financial services, healthcare, media-telecoms, and travel & hospitality.
In the second half of 2019, Publicis Groupe reorganized Publicis Sapient’s North American activity to refocus it on the digital transformation of companies, an expertise whose growth was strengthened by the Covid-19 pandemic. These solid foundations enabled Publicis Sapient to record an organic increase in its total net revenue of 13.8% in 2021.
Very early on, Publicis Groupe set up a specialized activity in the health sector. It brings together several flagship brands such as Digitas Health (DH), Publicis Health Media (PHM) and Saatchi & Saatchi Wellness. These brands, specializing in media for the healthcare and wellness sector, created a holistic model by combining their expertise with the Groupe’s media networks, and In-sync Consumer Insight, which brings in-depth knowledge of patients, healthcare professionals and payer organizations, providing strong differentiation.
Thanks to a unified and fluid organization, Publicis Health covers all of its clients' needs, from product launch to its change to a generic product, by offering digital and marketing solutions. More specifically, Healthcare communications encompass a whole series of actions from design to product maturity: advice prior to launching a product on the market, communication tools (publicity, direct marketing, digital, prospection calling, etc.), medical training, scientific communications, public relations and events.
Healthcare communications concerns the pharmaceutical industry, institutes, hospitals and insurance companies, as well as companies producing consumer goods aimed at health and wellness. It impacts healthcare professionals and public authorities as much as the general public.
Today, Publicis Health is one of the leaders in its sector, a position that was particularly strengthened in 2020 and 2021.
