The deal will create a global digital platform, Publicis.Sapient, which will include agencies like SapientNitro, Digitas, and Rosetta. The new group will be led by current Sapient CEO Alan Herrick.
The current client roster of SapientNitro includes Audi, Target, Unilever, and Coca-Cola (the latter which the agency shares with Publicis already). The deal will allow Sapient’s clientele to also leverage the $500 million partnership with Facebook that Publicis signed earlier this year, as well as other major publisher relationships already established by the third-largest advertising conglomerate.
Maurice Levy, CEO and Chairman of Publicis Groupe, called Sapient “a ‘crown jewel,’ a one of a kind company born in the technology space with strengths in marketing, communications, consulting and omni-channel commerce”. This deal will also help Publicis realize its goal of deriving 50% revenue off of digital well before the 2018 deadline it has set for itself.
According to Business Insider, the Publicis acquisition of Sapient has been approved unanimously by both companies’ boards; regulatory approval is pending, and is expected to be finalized in Q1 of 2015.