Publicis Groupe controversially announced back in June, at Cannes Lions, that it was pulling out of every single global awards programme for 12 months, so that it could invest the money it spent on entries in developing a future-proofing digital and technology platform that would power everything the network does.
It has today revealed three major pillars in the digital transformation strategy.
One is what the network is calling the Publicis Spine - a platform that it says fuses together all its data assets, technology, and talent.
Spine has three components:
- Unified data matching of 1st, 2nd and 3rd party sources to create unique IDs, which inform when, where and how to engage consumers and with what message
- PeopleCloud, a cloud-based platform that uses data to identify sources of client growth at the individual level. This end-to-end platform combines behavioral and semantic intelligence to inform media and creative decision making, activation, and dynamic measurement.
- The collective power of 3,500 engineers, analysts, and strategists from across Publicis Groupe into one centralized data and analytics team who will help clients turn data into business insight.
It has named Lisa Donohue, former global brand president of Starcom, as CEO of Spine. She will report to Arthur Sadoun, Chairman and CEO of Publicis Groupe.
Jason Kodish, currently Global Chief Data Scientist at DigitasLBi, will be Spine’s Chief Data Officer.
Steve Simpson, who currently runs Publicis Media’s global Analytics and Insight practice, will serve as President of PeopleCloud.
Nigel Vaz, CEO of Publicis.Sapient for EMEA and APAC will lead Digital Business Transformation unit.
Part of the shift will also see DigitasLBi realigned within Publicis Media.
“These moves are the natural next steps in the development of our model, further strengthening capability on both the marketing and business transformation fronts and, importantly, closely interconnecting them, fueled by all of our data expertise,” says Sadoun.
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