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Deals

Publicis Surges as $4.4 Billion Epsilon Deal Deepens Data Push

Publicis Groupe SA made its boldest move yet into digital marketing with the French advertising group’s $4.4 billion purchase of Alliance Data Systems Corp. ’s Epsilon unit. The shares rose the most intraday in six months.    The owner of agencies Saatchi & Saatchi and Leo Burnett Worldwide is betting Epsilon’s trove of consumer data from loyalty programs and email campaigns will help it shift away from traditional TV commercials and billboards, where sales are falling as consumer giants spend more online.”