Publicis Groupe UK is strengthening its B2B capabilities by acquiring Octopus Group. Financial terms of the deal were not disclosed.
Founded in 2001, the 60-person agency specializes in combining research, PR, social, content, events and technology for campaigns for clients including Siemens, Adobe, Logitech, Smartsheet, Cognizant and ACI Worldwide.
Under the agreement, the agency will move locations from Farringdon to Publicis Groupe UK’s Chancery Lane offices, and will sit alongside agencies including Saatchi & Saatchi, Leo Burnett and Digitas. It will still operate under its Octopus name. All of Octopus’ leadership team, including CEO Jon Lonsdale, will continue to manage the team.
Team leaders have been looking for the “right partner” in B2B for some time, and Octopus Group’s “exceptional background” in B2B and technology marketing made the shop the ideal candidate, according to the agency.
“The disruption caused by the pandemic means some B2C brands are increasingly adopting a B2B2C approach,” explains Magnus Djaba, CEO of the creative practice, Publicis Groupe UK. “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. We need to understand all the challenges our clients face, from marketing to distribution to commerce to product innovation, to deliver the right creativity at every point in their sales funnel.”