Thoughts on Publicis acquiring captiv8?

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Shocked, captiv8 has a bad rep in the influencer space for not paying their creators. Wonder how Publicis will help them turn it around. Also interested in seeing how Influential and Captiv8 will move forward (competitors now owned by the same parent company)

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Oh wow… no thoughts. News to me. Intrigued though.

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Besides buying the creator network and the capabilities, I think it’s also about keeping it away from the competition aka OMG.

And telling the world we are doing so well we can just buy them, aka showing off which all agencies do.

It’s another product they can cross sell to clients, it will not be the determining factor to win a pitch bc that’s not how Publicis wins pitches. They win on cost aka extremely low to none fees

Although buying Profitero was a strong strategic move.

Commerce is the bigger play new business potential wise than Influencer.

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Adding on to this, a lot of Publicis’ competitors use/ license Captiv8’s platform for their internal influencer programs. Curious to also see if C8 will lose business bc they’re now affiliated with Publicis

C8 will actually be completely absorbed into Influential and become a part of them. Captiv8 will no longer exist.

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