Universal Registration Document 2022

1.3.1 Introduction

Publicis is a world leader in marketing, communications and digital business transformation, established in 1926 when Marcel Bleustein-Blanchet created what was essentially a start-up.

The passion that Marcel felt for communications and the creation of strong relations between brand names and consumers transformed this new business into a prosperous and respected profession. The Groupe has never stood still, continuing to grow, innovate and transform for nearly 100 years. The core values dear to its founder’s heart have continued to define everything we do: respect, honest products, client satisfaction, quality and creativity, together with a pioneering spirit, unwavering conviction and the ethical values inherited from his legendary fighting spirit.

In 2022, the Groupe operates in more than 100 countries, has more than 98,000 employees and has become the second largest Groupe in the global communications sector⁽¹⁾.

1.3.2 Strategy

The Groupe has always placed client needs at the heart of its model. In an increasingly personalized world, Publicis is positioning itself as a privileged partner in their transformation, whether in marketing or digital.

Publicis supports its clients from consulting to execution thanks to its expertise grouped within four main activities: Communication, Media, Data, and Technology, with a unified and fluid organization.

To this end, the Groupe has continuously invested in its offer and organization over the years.

First, because of structural changes that make our clients’ media and marketing context increasingly complex and fragmented, creating huge challenges but also many opportunities have been created, especially in Commerce.

In just a few years, mobile and digital technologies have greatly strengthened the power of consumers, disrupting balances and facilitating the emergence of new competitors for our clients. Their relationship with their own customers has been transformed by the explosion of social platforms and networks, creating new advertising ecosystems such as Google, Facebook, Youtube, Instagram and TikTok, to name just a few. Consumption habits have also changed drastically with the emergence of e-commerce platforms, as customers are now accustomed to having one-click access to all products at any time. In fact, Direct-to-Consumer brands, born on the Internet, have created the need for established brands to build a direct relationship with their consumers in order to get to know them better while respecting the rules of confidentiality and data protection. As third-party cookies are set to disappear by 2024, advertisers can capitalize on their in-depth knowledge of their customers and benefit from the strong development of new advertising channels such as Retail Media and connected television. In addition, brands are gradually transforming their own model in order to be equipped for a world that is increasingly personalized, fragmented and focused on the commercial experience.