Ziarul Financiar, ZF IT Generation 2022: the advisers, the other bidders and Publicis Sapient

ZF IT Generation, Ziarul Financiar’s show about the tech industry, “Start-up Star” segment, 7 January 2022, two days after the announcement of the sale of Tremend to Publicis Groupe. I was the guest, as co-founder of Tremend. Topics: the advisers and lawyers on the deal, the other bidders, Publicis Sapient. The part on why we looked for a partner was republished by Business Magazin later that month and is not repeated here.

§An American adviser and the lawyers

The process began more than nine months before the announcement. The link between Tremend and Publicis was made by an American consulting company, to be named later, once its consent was obtained.

“In Romania we worked with our traditional law firm, Jinga şi Asociaţii.” („În România am lucrat cu casa noastră de avocaţi tradiţională - Jinga şi Asociaţii.”)

Towards the end of the deal, NNDKP assisted as well. On the other side, DLA Piper.

§Several candidates, a shortlist

The other bidders: several, not named. My view: Romania is an extremely interesting market for many, given the competition for development capacity and for building large teams like Tremend’s. A shortlist was made, and we talked with each candidate at length.

“It is a recognition first of all for Romania and for our company, for what we have built so far, and it is the merit of my colleagues.” („E o recunoaştere în primul rând pentru România şi pentru firma noastră pentru ce am construit până acum şi este meritul colegilor mei.”)

Elsewhere. The day of the announcement: “I feel honoured and grateful to all who have placed their trust in us, colleagues, clients, partners and the many friendships we’ve built over the years” (The second part of the journey is just starting).

§Publicis Sapient, from the MIT campus

My description of Publicis Sapient: one of the pioneers of the internet. It started in the 1990s from the MIT campus in the United States and was building platforms when programming itself was just beginning. Over 20,000 people in 17 countries. Part of the larger Publicis group, alongside Saatchi & Saatchi, Leo Burnett, Zenith and Starcom, because the group recognised digital transformation as core to what it does.

“Publicis Sapient now has an extremely large weight in everything the Publicis group does, and we are very glad to be the ones bringing them to Romania.” („În momentul de faţă Publicis Sapient are o pondere extrem de mare în tot ceea ce face grupul Publicis şi ne bucurăm foarte mult să fim cei care îi aducem în România.”)

Elsewhere. Start-up.ro, January 2022: Publicis Sapient through its five SPEED capabilities, with 20,000 people and over 50 offices worldwide.