Publicis Launches New Ad Model
Publicis Groupe is to launch the Insight Factory, a collaborative “open architecture” advertising model that will pool services from ad agency network Leo Burnett, media operation Starcom MediaVest and digital operation Digitas.
Tom Bernardin, the chairman and chief executive of Leo Burnett Worldwide, said the idea would be to create a central resource for clients.
“The Insight Factory will create a stronger and better critical mass of data and analytics,” he explained.
“Some clients will want to tap into all aspects we offer, and others into just some of them.”
The new model, which is designed to “guarantee greater exchange of assets, resources and talent” to the “mutual benefit of each network”, will be rolled out in the first quarter next year starting in the US.
A new management board will oversee the initiative, comprising Bernardin, Renetta McCann, the global chief executive officer of Starcom MediaVest Group and David Kenny, chairman and chief executive officer of Digitas.
“In today’s opt-out world of consumer choice and control, clients need deeper, more measurable and more actionable insights to engage individuals at the right time and place, with the right content,” said Maurice Levy, the chairman and chief executive of Publicis Groupe.
Publicis: www.publicis.co.uk