Marketing and communication firm Publicis Groupe has revealed a new structure for its organisation, streamlining its various brands down to four key agencies, and announcing three new CEOs in the process.
Previously, Publicis Media operated six distinct global agency brands. Starcom and Zenith will continue to operate as separate entities, while Mediavest and Spark will be united as a third brand, as will Optimedia and Blue 449. The company will be retiring the agency network names Starcom Mediavest Group and ZenithOptimedia Group as part of the reorganisation.
"We are driven to get to the future first," said Steve King, CEO of Publicis Media. "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."
Each agency will be led by a global brand president; Lisa Donohue at Starcom, Vittorio Bonori at Zenith, Brian Terkelsen at Mediavest|Spark, and Andras Vigh at Optimedia|Blue 449. In addition, each agency will have a US CEO, and Publicis Media will have three regional CEOs, covering the Americas, EMEA and APAC.
"A leaner and simpler structure will bring more value to our clients and will further accelerate our growth," said Maurice Lévy, chairman and chief executive of Publicis Groupe.