“The combination of our two companies and the creation of the Publicis.Sapient platform together create the most transformational offering in the market. No one is even close.” [Alan Herrick, Publicis.Sapient chief executive and part of Publicis Groupe’s senior management group, Directoire+] Should there be a question mark?

Transformational is like disruptive, a word that evokes a lot more than it denotes.

Publicis has paid top dollar for Sapient. US$3.7 billion values Sapient at 14 times its earnings before interest, taxes, depreciation and amortisation.

“This deal dramatically sharpens Publicis Groupe’s profile, establishing us as a leader in marketing, communication and business transformation.

“Sapient’s marketing, technology and consulting capabilities, its strength in India combined with Publicis Groupe’s global presence, depth in creative, leadership in media, and digital will create a world leader with unmatched capabilities.

“Our clients are facing many adverse trends – from rising global competition, to new comers born from digital, and new paradigms in communications and marketing.

“With our new capabilities, we will be best positioned to help them transform their businesses and navigate the new world.” [Maurice Lévy, Publicis Groupe chairman and chief executive].

Publicis has gained the digital powerhouse Levy stated last year that Publicis wanted to become. That’s smart. It needed to do something to restart growth. That’s not a secret. But many analysts are unenthused. The most quoted of these is Charles Bedouelle, analyst for investment company Exane BNP Paribas, who has commented,  “…A good asset at a steep price…” and, “We would have preferred to see Publicis solve its operating issues before embarking on a large deal.”

So what has Publicis bought?

• US$1.35 billion in revenue this year from SapientNitro, Sapient Global Markets and Sapient Government Services.
• SapientNitro, the “new breed of agency for an always-on world” that supplies more than two-thirds of Sapient’s revenue.
• Power in the US. 63% of Sapient’s revenue comes from the US.
• Resources in the emerging world. Almost two thirds of Sapient’s 13,000 employees work in India.

What will the “leading global communication, marketing, omni-channel commerce and technology group [Publicis Groupe]” do with the “world’s largest stand-alone global marketing technology and e-commerce platform [Publicis.Sapient]”?

Adland is about to find out.