Brands are looking to optimize their digital presence to increase the traffic generated online. Performics, the Groupe’s network dedicated to performance marketing, helps clients structure and optimize their digital assets (content, design, search, affinity, keywords, targeting, etc.) and engage the most relevant channels to improve performance.
With the Epsilon acquisition in 2019, Publicis took a lead in using data and technology to help drive businesses’ digital and marketing transformation. Epsilon’s expertise ranges across the entire consumer data lifecycle, from the structuring and enrichment of raw data to the delivery of large-scale, personalized, multi-channel campaigns. Over the past decade, the marketing landscape has undergone changes—such as the decline of third-party cookies—that have disrupted marketers’ ability to identify consumers and personalize messages on an individual level. Since 2012, Epsilon has built resilience against these changes by developing Core ID, the industry’s most stable and accurate identification solution. The Groupe’s data capabilities were gradually strengthened and extended internationally, in particular thanks to the acquisitions of Yieldify, Retargetly and Lotame. The Groupe now has data covering approximately 2.3 billion people worldwide and is able to interact with 91% of adults connected to the Internet.
In 2023, Publicis and Carrefour launched their joint-venture Unlimitail to meet the demand of the booming Retail Media market in Continental Europe, Brazil and Argentina. The joint venture combines the advanced technologies of Publicis, “CitrusAd powered by Epsilon,” with the power of data and the Retail Media expertise of Carrefour Links.
The Epsilon database is the foundation of Publicis’ Connected Media ecosystem. By connecting its data assets with all its media expertise, the Groupe is able to help brands establish individualized relationships with their clients. This approach is based on adapting communications to the media formats preferred by consumers, using their favorite influencers and having a presence on the platforms they use most often for their purchases. In doing so, Publicis helps its clients’ marketing transformation by providing them with increased visibility into consumers’ buying journeys, enabling brands to directly connect their marketing investments to measurable results.
The primary mission of creative agencies and networks is to design ideas that are universal enough to cross borders, while still resonating with each consumer. In a context of increasing digitization and globalization of the brands of Publicis clients, personalized content, tailored to each consumer, has become essential.
Creativity must both establish the reputation of the brand, but also be dynamic. The Groupe advises its clients on their brand strategy, their positioning and their identity, while creating dynamic content and activating it digitally. The Groupe’s creative activities are structured around big iconic brands such as Leo (bringing together Publicis Worldwide and Leo Burnett), Saatchi & Saatchi, BBH, Marcel, LePub and Fallon.
Publicis offers global expertise, available locally, in the design and production of brand content for all media channels. Through Prodigious and Harbor, the Groupe provides its agencies and clients with the most powerful campaign management tools and archival libraries.
By connecting its leading data assets to a network of 50 integrated production studios around the world, the Groupe’s production infrastructure helps design data-driven content, ensuring personalization at scale and performance measurement. This offer includes innovative artificial intelligence tools, such as Leona, the Groupe’s agentic production platform.
To support its consulting activity for its clients on all strategic issues, Publicis has specialized networks in strategic communications such as MSL, Salterbaxter, Publicis Consultants, Kekst CNC and Publicis Live. These networks of experts help meet clients’ needs in the areas of crisis communication, media relations, public affairs, institutional relations, financial communications, and event management, increasing their visibility and the effectiveness of their communication with stakeholders.
