Publicis restructures global media

Rachael Micallef
By Rachael Micallef | 10 March 2016

Publicis Group has restructured its global media into four arms as part of its group-wide transformation initiative.

The revamped structure will see global media for the group consolidate, with its six media brands moved to create four.

In the new model, the agency network full names of Starcom Mediavest Group and ZenithOptimedia Group will be retired. In addition, Vivaki capabilities will be integrated into Publicis Media’s Global Practice model.

Last year Publicis-owned Vivaki was restructured as it looked to evolve the agency trading desk model. It decentralised the trading desk, Vivaki Audience On Demand, and reassigned its employees to new jobs within the holding company's media agencies. Vivaki employees are very much still there, but now work under the 'Publicis Media' title.

Both Starcom and Zenith will now each continue to operate as global agency brands, while Optimedia and Blue 449 will be brought together to “form a powerful global challenger brand”. Similarly Mediavest and Spark will be moved together to form an agency brand.

In Australia, former group director of NEC Sales at Nine Entertainment, Matt James took the CEO role at Publicis-owned media agency ZenithOptimedia late last year as Ian Perrin stepped down from the agency after four years.

Blue 449 launched in Australia in June last year, with the acqusition of Match Media, after rumours of an entry into the market for some time.

Publicis Media CEO Steve King says: “We are driven to get to the future first.

“Publicis Media is a fresh opportunity to simplify our organisation, invent more modern approaches to gain efficiency, introduce structures for greater collaboration and effectiveness, and drive new levels of scale and client value.”

Publicis Media’s structure will cover top 20 markets, organised by three regions and led by Tim Jones, regional CEO for the Americas, Iain Jacob, regional CEO for EMEA, and Gerry Boyle, regional CEO for APAC.

The restructure is part of Publicis Groupe’s Transformation, announced by chairman and CEO of Publicis Groupe Maurice Lévy at the end of last year.

It sees the group organised into four hubs—Publicis Communications led by Arthur Sadoun, Publicis Media led by Steve King, Publicis.Sapient led by Alan Herrick and Publicis Health led by Nick Colucci—which are connected through a chief revenue officer organisation, led by Laura Desmond.

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