Publicis Groupe furthers B2B offer with Octopus Group acquisition

Publicis Groupe UK has formalised its acquisition of Octopus Group, an integrated agency working with B2B and technology brands, with the intent to absorb the agency within its existing cohort of B2B specialists.

Publicis Groupe has opened its war chest to bolster its strategic, creative and commercial offer to clients and brands.

The takeover comes at a point of transition for the wider B2B market, which has been buffeted by a shake-out of communications, commerce, supply chains and distribution – all arising from the pandemic.

As a consequence, traditional B2C clients are turning to alternative ways of protecting revenue and reaching new audiences amid the tumult.

An overnight pivot to online sales has left brands scrabbling for more creative approaches and partners to reach these digital audiences while beefing up their e-commerce tools and technology.

Into this picture steps Octopus which since 2001 has built a 60-strong team serving a tech-focussed client list including Siemens, Adobe and Logitech.

Publicis chief executive Annette King said: “Octopus has a proven track record of solving client challenges in ways that transform categories. Bringing them into Publicis Groupe UK as part of our Power of One model, presents a great opportunity for client and agency growth.”

Magnus Djaba, chief executive of the creative practice at Publicis Groupe UK added: “The disruption caused by the pandemic means some B2C brands are increasingly adopting a B2B-2C approach. Brands are also facing a time of huge technological transformation and disruption, and one of the things that attracted us to Octopus Group, is their technology background.”

Jon Lonsdale, chief executive of Octopus Group said: “Key B2B industries are being transformed and disrupted by technology at warp speed and this signposts an exciting time for B2B brands and their marketing teams. They are relying on agency partners to combine deep commercial insight and creativity to help drive performance.”

Under the deal Octopus will relocate to Publicis Groupe UK‘s Chancery Lane offices, sitting alongside agencies including Saatchi & Saatchi, Leo Burnett and Digitas.