On September 19, 2024, Publicis Groupe announced the acquisition of Mars United Commerce, the world's largest independent commerce marketing company. Mars, founded 50 years ago, operates with over 1,000 employees across 14 global hubs and is renowned for its proprietary commerce insights platform, innovative history, and extensive retailer relationships. Under CEO Rob Rivenburgh, Mars will enhance Publicis’ commerce capabilities, providing integrated solutions to help brands navigate complex commerce ecosystems and optimize strategies for both online and offline consumer engagement.

The acquisition marks the exit of Mars United Commerce by Mountaingate Capital, which had partnered with Mars in 2021 when the company employed 450 people. Over three years, Mars expanded to over 1,000 employees and grew by more than 200%, driven by investments in its proprietary Marilyn® platform and strategic acquisitions. Mars operates in four key commerce disciplines: Strategy & Analytics, Digital Commerce, Content & Experiences, and Retail Consultancy.

Publicis Groupe operates in Canada through Publicis Canada, providing a wide range of marketing and communication services. Mars United Commerce is also likely active in Canada due to its global presence.

Mountaingate Capital and Mars were advised by Canaccord Genuity and Kirkland & Ellis. Publicis Groupe was advised by Osler, Hoskin & Harcourt LLP, with a team including Niko Veilleux, Samuel Cantin, and others in employment, labor, pensions, and benefits. Gibson, Dunn & Crutcher is advising Publicis Groupe on the transaction.

The transaction value was not disclosed. This deal further strengthens Publicis’ ability to provide end-to-end commerce solutions for clients.