French marketing and communications group Dékuple has acquired a majority stake in Italian agency SAY, expanding its European operations and strengthening its services across marketing technology, creative communications, and data analysis.
The transaction adds more than 70 professionals based in Milan and Padua to Dékuple’s international network.
Founded in 2004, SAY provides omnichannel marketing and communications services to clients across a range of sectors, combining creative development, marketing performance, and public relations.
The agency is led by four partners, Alberto Baracco, Nicola Bruno, Giovanni Cecolin, and Marco Dalla Dea.
Its capabilities include brand communications, digital advertising, search optimisation, website development, analytics, events, and marketing technology.
Dékuple intends to integrate SAY’s specialist expertise with its existing data, technology, and marketing operations to develop a broader service offering for customers across Southern Europe.
The acquisition follows the group’s establishment of a permanent Italian presence earlier in 2026 through the opening of a Milan subsidiary of its data and technology consultancy, Converteo.
Combining the two businesses will allow Dékuple to bring together Converteo’s work in data-driven management and AI systems with SAY’s existing creative capabilities and client relationships.
The company also plans to introduce additional marketing technology services from elsewhere in its international network, including tools developed through its Boost Factory operations.
These services encompass marketing performance measurement, data analysis, search visibility, and customer acquisition.
The financial terms of the acquisition, including the consideration paid and exact ownership percentage, were not disclosed.
Dékuple said SAY is profitable and growing, although it did not provide detailed financial results for the acquired agency.
SAY will be consolidated in the group’s financial statements from 1 October 2026.
The acquisition forms part of Dékuple’s Ambition 2030 strategy, which aims to develop a more integrated marketing technology business and strengthen its position across European markets.
Marketing groups consolidate specialist capabilities
The transaction reflects changes in the services businesses require from marketing and communications partners as digital technology becomes more closely connected to commercial strategy.
Customer acquisition now involves a growing number of channels, including traditional advertising, public relations, search engines, e-commerce, social media, and AI-assisted information services.
Managing these activities separately can create difficulties around the consistency of customer communications and the measurement of marketing performance.
Agencies are consequently developing broader capabilities through recruitment, technology investment, partnerships, and acquisitions.
Dékuple’s purchase of SAY follows this pattern, bringing together services previously associated with distinct areas of the marketing industry.
The development of generative AI adds another dimension. As search engines and conversational interfaces change how customers discover products and services, businesses are reconsidering their approach to digital visibility.
SAY provides search engine optimisation, generative engine optimisation, user experience, and data analytics services, which Dékuple intends to combine with its wider technology capabilities.
The company also sees opportunities to strengthen collaboration between its businesses in France, Poland, and Italy, creating a more coordinated European offering.
For clients operating across multiple countries, international agency networks can provide access to shared tools and specialist services while supporting campaigns adapted to individual markets.
Local expertise remains important, particularly where consumer behaviour, language, regulation, and media channels differ.
Retaining the acquired agency’s existing relationships and expertise will therefore form an important part of the integration process.
The group’s expansion into Italy also broadens its exposure to the country’s retail and e-commerce markets, which Dékuple has identified as priorities for further development.
Opportunities include connecting SAY’s creative and communications capabilities with technology and data services already operating elsewhere in the group.
The acquisition strengthens Dékuple’s European presence while introducing the operational task of integrating another established agency into its international structure.
Its contribution to the group’s financial performance will become more visible in subsequent results, as SAY’s activities are consolidated alongside Dékuple’s existing businesses.
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