Publicis buys Mars United Commerce to solidify its prowess in connected commerce

As if it’s not already the dominant agency holding company, Publicis just announced an acquisition that strengthens its commerce abilities, by purchasing Mars United Commerce for an undisclosed sum. 

Formerly the Mars Agency, Mars United Commerce (MUC) is an independent commerce marketing company that helps guide marketers on how to best reach consumers in online and offline shopper ecosystems. With more than 1,000 employees in 14 “hubs” across the world, there are various estimates of the firm’s annual revenue — somewhere between $75 million and $185 million.

Publicis already has made several investments to strengthen its core abilities in commerce, retail media and commerce media in general, with the acquisitions of Profitero in 2022, CitrusAd in 2021 and, of course, Epsilon in 2019. To say it’s long been a focus for the French-owned holdco feels almost like an understatement.

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