Total acquisition costs for entities integrated during 2019 (gross payments, before excluding cash and cash equivalents acquired) were euro 4,076 million. In addition, euro 123 million was paid out in earn-outs and euro 40 million to buy-out non-controlling interests.
The Epsilon acquisition led to suspending the share buyback program announced in early 2019, as the Groupe’s priority shifted to deleveraging. The Groupe did not buyback any of its own shares in 2019, except for those shares bought under the liquidity contract.
During 2020, marked by Covid-19, the number of acquisitions was limited. The Groupe completed the disposal of Matomy Media Group (a company consolidated under the equity method), in which it held 24.9%.
Total acquisition costs for entities integrated during 2020 (gross payments, after excluding cash and cash equivalents acquired) came to euro 146 million, including euro 134 million in earn-out payments. In addition, euro 10 million were disbursed for the payment of non-controlling interests.
In 2021, Publicis announced the acquisition of CitrusAd, a software as a service (SaaS) platform optimizing brands marketing performances directly within retailer websites, with headquarters based in Australia. CitrusAd’s onsite expertise complemented with Epsilon’s offsite retail media offering, both powered by the CORE ID, uniquely positions Publicis Groupe to lead the new generation of identity-led retail media, with transparent measurement validated by transactions. This acquisition was completed on September 1. In a fast-growing retail media channel set to double in the next five years from c. USD 30 billion annually already, this will enable Publicis Groupe clients to accelerate their growth in this dynamic channel, give them full visibility on the consolidated performance of their media investments and an unparalleled access to highly-qualified first-party data from retailers, equipping them for a cookieless world.
Publicis also completed the acquisition of Boomerang in Benelux, strengthening its dynamic creativity and content offering for both local and global clients. Boomerang’s skills will contribute to strengthening the Groupe’s global Production capabilities, in particular Le Pub, and to the creation of a global center of excellence for Dynamic Creativity, based in the Netherlands.
In December, Publicis announced the launch of SCB Tech X, a joint-venture between Publicis Sapient and Siam Commercial Bank (SCB), creating one of the largest fintech operators in South-East Asia. The joint-venture started-up with 1,200 employees and is 60% owned by SCB and 40% by Publicis Sapient. SCB Tech X is a cloud native platform-as-a-service leader, which serves clients in Southeast Asia, at a time when the total value of transactions in the digital payments market is expected to reach more than USD 1 trillion by 2025 in the region. SCB Tech X caters to retailers and consumers across the region and provides both innovative banking services, such as credit, current and savings, and non-financial services, ranging from meal delivery to health and well-being content, to online travel reservations.
Lastly, in December, the Groupe also completed the acquisition of 100% of BBK Worldwide (United States), a full-service R&D marketing company and leader in clinical trials (CTE). BBK enables customers in the biotechnology and pharmaceutical industries to accelerate their R&D programs, advancing research through the unique integration of patient-centric services and proprietary technologies, thus complementing Publicis Health’s existing capabilities in CTE.
Total acquisition costs for entities integrated during 2021 (gross payments, after excluding cash and cash equivalents acquired) came to euro 276 million, including euro 103 million in earn-out payments. In addition, euro 14 million were disbursed for the payment of non-controlling interests.
On March 8, 2022, Publicis completed the acquisition of Tremend in Romania, a technology company specializing in software development. Tremend is a major player in this sector in Central and Eastern Europe and has experienced rapid growth since its creation in 2005, with more than 60 million end users of its software developed for its clients. Publicis Sapient will leverage Tremend’s technological expertise to develop its new global distribution center in Europe.
Based in Bucharest, Romania, Tremend was founded by Ioan Cocan and Marius Hanganu. Its client portfolio covers a large number of sectors with companies such as Carrefour, ING and Orange. Tremend draws on a strong expertise developed over the last 16 years and now has more than 650 engineers and software developers with highly sought-after skills.
