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Arthur Sadoun was in full sales mode as Publicis Groupe finalized its $3.95 billion Epsilon acquisition this week.
According to the holding group CEO, the addition of that data-driven marketing firm will provide his company with an advantage over not only direct rivals like WPP and IPG but also the consulting firms encroaching on its turf.
The key differentiator, as Sadoun has said repeatedly in a series of interviews since news of his company’s interest in Epsilon initially broke, is first-party data, or information that marketers collect about their own customers.
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