French advertising and public relations giant Publicis Groupe  (PUBGY) announced it has cut a deal to acquire the Epsilon unit of Alliance Data Systems  (ADS) - Get Report for $4.4 billion.

Epsilon specializes in data analytics.

"With this critical move, we are going further, faster and deeper in our own transformation, becoming a leader in this data-led, digital-first world," said Arthur Sadoun, chairman and CEO of Publicis.

Publicis owns the iconic ad agencies Leo Burnett Worldwide and Saatchi & Saatchi, as well as many other brands in the advertising and public relations world.

The company expects the acquisition to add double-digit growth to per-share earnings and free cash flow in the first year, which will be 2020.

In addition to the direct purchase of Epsilon, Publicis said it will "build a strategic partnership with Alliance Data['s] remaining business."

Constable owns none of the securities listed in this story.