Le Truc.
Publicis Groupe ANZ has launched Le Truc, a creative collective designed for ambitious, multidisciplinary engagements that go beyond the structure of traditional advertising models.
It will work in close partnership with the Groupe’s ANZ agencies.
The brand was originally founded in New York.
“Le Truc was created to unlock possibilities that do not fit neatly into one discipline,” said Le Truc chief creative officer and founding partner, Andy Bird.
“And to break the model and give opportunities to creatives who don’t necessarily fit into a traditional agency department… hence our name Le Truc – ‘The Thingamajig’. ANZ has the talent, the clients and the ambition to take this model somewhere new.”
Le Truc ANZ will be led by Dave Bowman, chief creative officer of Publicis Groupe ANZ, alongside executive creative eirectors Katrina Alvarez-Jarratt and Iain Nealie.
Katrina Alvarez-Jarratt is a creative leader recognised at Cannes Lions, D&AD, One Show, AWARD Award and Spikes Asia.
"Clients want partners who can help them make category-defining moves. Le Truc is built to deliver that without the usual constraints,” Alvarez-Jarratt said.
Iain Nealie returns to Publicis Groupe after more than a decade at Google APAC.
“It’s great to be back. Le Truc offers the kind of opportunity creatives dream about. The speed of a startup, but with the talent and capabilities of the entire Groupe behind you,” Nealie said.
Bowman said that Le Truc strengthens the Groupe’s ecosystem.
“Le Truc is a shapeshifting creative collective that brings different thinkers together to solve problems requiring a new kind of approach,” said Bowman.
“It adds firepower without stepping on toes and opens the door to new types of work.”
Publicis Groupe ANZ CEO Michael Rebelo said the shape of this collective will help Publicis Groupe ANZ unlock exponential creative opportunities for its clients and agency brands, giving them another format to bring creativity to its clients’ business challenges.
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