On agencies’ traditional structure
The old binary model Creative /Media has collapsed
In today’s world, clients are expecting agencies to provide more than just advertising. Clients are looking now for business solutions beyond communication solutions. Advertising agencies need to make the shift- if not done already. Digital and technology have led to a total transformation in mind set, in the skills we need to acquire and the talents we need to hire. We are talking about a new business model all together. The old binary model Creative /Media has collapsed leading to a multi- disciplinary and integrated approach across competencies and capabilities. Our agency network, which is part of the Company Holding Publicis Groupe, had to go into a major restructuring announced in December 2015 leading to a 360-degree transformation. Our Groupe was amongst the first to operate the change via “The Power Of One” and the inception of the Publicis Communications.
The purpose behind the restructuring of Publics Communications is to streamline the structure and put our clients’ business at the heart of everything we do, since clients are no longer just looking at communications solutions. What they want is communication that will solve business challenges in the marketplace.
The idea was to maximize efficiencies and share expertise when possible across different competencies (e.g. Creative, PR, Digital, Social, Media, Analytics, Experiential, Business Transformation…) where the sum of talented people rubbing against each other is greater than the abilities of the individual parts.
The challenges ahead of us are big. It’s not a reason to lose our drive and passion in pursuit of creative excellence. We just need to adapt and transform to bring the fun back. This will be my main focus in the upcoming months.
We just need to adapt and transform to bring the fun back.
Nada Abi Saleh Managing Director - Leo Burnett