Steve King (CEO Publicis Media) unveiled today that Publicis Media consolidates its six global agency brands: Starcom, Mediavest, Spark, Zenith, Optimedia and Blue 449 into four global agency brands.
Starcom and Zenith will each continue to operate as global agency brands, while Mediavest | Spark consolidate into the third large global agency brand and Optimedia | Blue 449 will be brought together to form the fourth global agency brand.
VivaKi capabilities will be fully integrated into Publicis Media’s Global Practice model. Performics will remain Publicis Media’s global performance marketing brand and scale across all agency brands.
Each agency will be led by a Global Brand President with Lisa Donohue as Global Brand President for Starcom, Vittorio Bonori as Global Brand President for Zenith, Brian Terkelsen as Global Brand President for Mediavest | Spark, and Andras Vigh as Global Brand President for Optimedia | Blue 449. These Global Brand Presidents will be responsible for leading clients, driving growth and enabling best work.
“We are driven to get to the future first,” says King. “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.”
“The new Publicis Media imagined by Steve King is fully equipped to fit the future and best serve our clients,” Maurice Lévy, Chairman & CEO, Publicis Groupe, endorses, “A leaner and simpler structure will bring more value to our clients and will further accelerate our growth.”
Seven global practices
Powering Publicis Media will be seven centralised ‘Global Practices’ that standardise approaches, scale quickly and deliver connectivity, consistency, that span geography, agency brands and clients. These Global Practices will be: Data, Technology & Innovation led by Stephan Beringer; Content led by Belinda Rowe; Trading & Buying led by Simon Pardon; Performance led by Michael Kahn; Business Development & Communications led by Lauren Hanrahan; Business Transformation led by Richard Hartell; and Analytics, Research & Insight led by Steve Simpson.
Four CEOS in the USA
Additionally, there will be four US CEOs with Chris Boothe becoming CEO of Mediavest | Spark, Dave Ehlers of Optimedia | Blue 449, Lou Rossi continuing at Zenith and Lisa Donohue continuing as US CEO for Starcom until a successor is named.
All US brand leadership will report into Tim Jones, CEO of Americas.
Dave Penski will become Chief Investment Officer for Publicis Media in the U.S. overseeing all media investment and media vendor partnerships. He reports to Jones.
Publicis Media’s U.S. consolidated investment power, estimated at $39 Billion and 33% market share, makes Publicis Media the largest media buying entity in the U.S., according to RECMA’s most recent Overall Activity Ranking Report.
Consolidation framed into a new structure for the entier group
The reorganisation of Publicis Groupe’s media capabilities into a Publicis Media hub is part of Publicis Groupe’s transformation efforts previously announced.
Publicis Groupe is organised into four Solutions 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.
All of these four solutions are connected through a Chief Revenue Officer organization, led by Laura Desmond, which will deliver client satisfaction across Publicis Groupe’s entire range of services.
Image over the headline.- © Publicis
