Publicis to Buy Majority Stake in Soft Computing

In France, marcoms group Publicis has entered into negotiations to acquire a majority stake in data marketing firm Soft Computing for EUR 52.3m.

Founded in Paris in 1984 by Eric Fischmeister and Gilles Venturi, Soft Computing helps organisations get the most out of data science and digital technologies to improve both marketing and customer experience. Listed on the NYSE Euronext, the company employs more than 400 experts and generates EUR 41m in turnover.

Publicis has agreed to buy 82.99% of Soft Computing's share capital at a price of EUR 25 per share, at a premium of 66.66% of yesterday's closing price. Publicis say the transaction will reinforce its own data marketing expertise across the entire value chain in France.

The proposed deal is subject to agreement with bodies representing Soft Computing's staff. If completed, Publicis will file a simplified public offering, on the same financial terms, which may be followed by a compulsory buyout if the attendant conditions are met.

Web sites: www.publicisgroupe.com and www.softcomputing.com .