Publicis Groupe has acquired sports marketing agency 160over90 from WME Group for an undisclosed sum, positioning sports as its "next big bet" for growth. The deal is pending regulatory approval. Founded in 2001, 160over90 employs over 670 people across the US, UK, EMEA and APAC, working with global brands on major sporting events including the Super Bowl, Olympics and World Cup. The agency will join Publicis Sports, led by CEO Suzy Deering. Publicis is forming a partnership with WME to enable collaborations between its agencies and WME's talent roster. The acquisition follows Publicis' purchases of sports agencies Adopt and Bespoke in 2025 and creator marketing agency Influential in 2024. Publicis reported $17.18 billion in net revenue in 2025, up 5.6% year-on-year.

Publicis Groupe has acquired AdgeAI, an AI-powered measurement and content intelligence company, to enhance predictive creative performance capabilities. The deal integrates Adge's analytics platform, which optimises creative and video performance by analysing engagement and conversion data, into Publicis' production infrastructure. AdgeAI's technology identifies effective creative elements and delivers actionable insights to improve campaign ROI. By combining this with Publicis' production capabilities, the company aims to provide real-time content measurement and predictive performance insights that can be immediately implemented. The acquisition enables Publicis to extend its real-time measurement expertise from media to creative content, helping brands understand what works and why. This transforms creative performance measurement from retrospective reporting into a forward-looking capability that anticipates business outcomes.