Why Dékuple is returning to the capital of Brainsonic

Dékuple Group, which specializes in data marketing, announced that it is in exclusive negotiations to acquire a stake in the Brainsonic agency in exchange for a majority stake. One year after a complete overhaul of its identity, the Dékuple Group (formerly ADLPerformance) saw its sales grow by 17.9% in the first half of 2022. An increase driven by digital marketing activities “Our digital marketing activities, which represent 50.8% of consolidated revenue compared to 40.9% a year ago, confirm their strong growth with sales up +46.3% driven by the dynamism of the data marketing market.Bertrand Laurioz, CEO of the group, which is located in France, Spain, Portugal and China.

Dékuple launched a slew of new services this year: a Marketing Engineering department, 80 people dedicated to analyzing data across channels throughout the sales process, from insights analysis to performance measurement and the campaign optimization loop. Two new service blocks have been developed this semester: “Dékuple Listen,” for semantic analysis of the upstream web, and “Dékuple Watch,” which relies on monitoring and analyzing consumers’ digital behavior. Both are tools of strategic planning. Finally, Dékuple launched In-Store Tracking, a tool for measuring visits in stores and on e-commerce sites, to better optimize drive-to-store campaigns.

All this combined Dékuple offers a range of technology services to advertisers. But only the most creative and productive part of the campaigns is missing. That is why the group set its sights on the agency Brainsonic (turnover estimated at 17 million euros in 2022), in the form of a majority stake acquisition. The independent agency, which employs 120 people, is in a position to develop “attractive” creations through various tools: digital, social media, events, advertising, corporate, editorial … According to our information, the agency is in the process of creating a relationship department. General, since the appointment of Laila Touiti.

Towards large invitations to tenders

Thus, it is this vision of creative advantage, this building block of brand expression, in dialogue with consumers and the general public, that will make it possible to respond comprehensively to Dékuple’s bid requests. For its part, Brainsonic, while it has a performance division, doesn’t have the weight necessary in terms of data analysis – which makes a difference with advertisers – to get into the big stadiums. The combination of the two will allow you to handle larger budgets and more strategic campaigns.

Guillaume Mikowski, founder of Brainsonic, will join Dékuple’s management team and continue to develop Brainsonic, of which he will remain president and shareholder. Thus, the independent agency maintains a space of freedom within the group.

“This transaction should be finalized in the coming weeks, following information and consultation with employee representative bodies and the finalization of legal documents.” Dékuple, which will have nearly 900 people at the end of 2022, indicated. But the teams seem to welcome the news with a smile.

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