Busting silos - Publicis creates new creative agency model

Pippa Chambers
By Pippa Chambers | 26 September 2016
Marcel Sydney: The agency is deemed the “creative engine” of the Publicis business

At a global meeting of 140 Publicis execs from around the world, it was revealed that Publicis Communications will create a single P&L in each country for all its creative agencies. So instead of a brand P&L, each country has its own - with local management teams in Publicis Communications’ markets now being further reinforced.

Publicis Communications was created in January as part of a major reorganisation of parent Publicis Groupe. It comprises the agency company's creative networks and is run by Publicis Communications' CEO Arthur Sadoun.

According to Ad Age, on the P&L front, Sadoun said Publicis Communications has already made the move to a country-based P&L from a brand-based P&L in more than 60% of its markets, accounting for about 40% of total revenue and helping to foster collaboration and remove barriers to total integration. Its two biggest markets, North America and France have just been announced, bringing that up to 80% of the world.

The local management teams in Publicis Communications’ markets are being strengthened, notably in North America (NA), where CEO of Publicis Worldwide's North America region, Andrew Bruce, has been named CEO Publicis Communications NA. Kurt Ritter, chairman-CEO of Saatchi & Saatchi Los Angeles and Team One, and chairman of Canada, will serve as the region’s chairman.

At Saatchi & Saatchi, London-based Kate Stanners, who was promoted to global chief creative officer in April, is now global chairwoman. Stanners steps into the spot held by Kevin Roberts until left in June following controversial remarks about diversity.

In a statement from Publicis, Sadoun says: ''Our ambition is to be our clients’ indispensable creative partner in their transformation. With these appointments, we are creating closer ties with Publicis.Sapient to deliver the interdependent model of the future to all of our clients.

“We are strengthening our leadership teams to continue to raise the bar for creative excellence. And last but not least, we are reinforcing the spirit of the Power of One, by simplifying our structures at local level to foster greater collaboration and seamless access to resources. In just nine months our approach has delivered some fantastic results, and I know that with these latest moves the best is yet to come.''

A whole string of appointments were made, but none APAC of Australia specific so far.

In March, Publicis Communications restructured the Sydney arm of the business as its new flagship creative and digital agency Marcel opens its door. The new structure sees Marcel as the “creative engine” of the Publicis business, with the network retiring its Publicis Mojo brand in the Sydney market only.

Around the same time, Publicis Group restructured its global media into four arms as part of its group-wide transformation initiative. The revamped structure saw global media for the group consolidate, with its six media brands moved to create four.


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