Sadoun says Publicis acquisition of Captiv8 reinforces its ‘category of one’ way

Captiv8 used a ‘unified data foundation’, AI automation, social listening era and branded storefront answers, which attach influencer, trade and associate channels in one platform. The corporate is lively in 120 international locations and processes over 2.5bn social posts once a year.

Publicis Groupe’s international leader government officer, Arthur Sadoun, stated that thru this acquisition, the corporate is additional reinforcing its “category of one” way.

“This platform is a one-stop shop for our clients’ influencer marketing initiatives. They can uniquely unite, plan, and optimize creator strategies that are brand fit, brand safe, with fully transparent measurement,” the chief persisted.

“With what is now the largest influencer community, underpinned by the most advanced tech platform, we can ignite earned-first programs on behalf of brands, to supercharge campaigns with authentic virality and connect directly to commerce. As we continue to invest in the products and services that drive true differentiation for our clients and ourselves, I’m thrilled to welcome Krishna and the Captiv8 teams to the Publicis family.”

Captiv8 will probably be situated inside Publicis Connected Media and built-in with Influential to energy Publicis Groupe’s international Influencer providing international. 

A spokesperson from Publicis Groupe advised The Drum that no longer best does this acquisition imply the corporate will take the “leadership of influencer marketing,” however that it additionally uniquely positions Publicis on the “center of the new media ecosystem.”

They persisted: “By combining our Epsilon data with connected TV, commerce and now market-leading creator capabilities, we can enable our clients to truly know and understand their customers and prospects and engage with them on a one-to-one basis, wherever they are, both online and offline.”

The retaining corporate perspectives the purchase as a “one-stop shop” for its shoppers’ influencer advertising and marketing techniques.

“It gives clients access to the most powerful AI influencer platform, the industry-leading social commerce engine, the world’s largest creator network underpinned by transparent measurement to demonstrate real business impact,” the spokesperson persisted.

When requested how a lot the purchase is price to Publicis Groupe, the corporate stated: “We don’t disclose these details.”