WANTED: MORE WOMEN DRIVERS
New PAG boss, who will steer Toyota account, knows the value women can bring to top posts
In 2015 Publicis Africa Group (PAG), part of Paris-based Publicis Groupe’s agency network, went on a major buying spree.
The splurge included the purchase of The Creative Counsel, which is thought to have been the biggest agency buyout in South Africa at the time, with an unconfirmed valuation of between R1bn and R1.5bn.
PAG has since been in a consolidation phase, largely operating under the radar until it won the high-profile R300m Toyota account at the end of last year and appointed its first woman CEO, Koo Govender.
The group counts among its clients Nestlé, Mondelez and Visa.
Govender is now headhunting to staff the new account.
The FM understands the business is likely to be housed in an agency within an agency a common practice these days that allows focus on one client while maintaining access to wider group services.
Publicis won the Toyota account with a concept called Toyota Garage, though that name won’t be used.
Govender plans to add one important offering she believes PAG is lacking
Publicis Sapient, a global digital transformation consulting company, which promises to “elevate customer experience, evolve organisations to become future-fit and unlock value through technology and data”.
This is another indication of how advertising and marketing companies are moving into the business consulting space. Govender tells the FM that brands can no longer afford a “spray-and-pray approach”, and the need for a demonstrable return on marketing spend means having the right tools not only to reach customers but to do so when they are in the right frame of mind.
She says this means an enhanced approach to digital solutions and better marketing integration.
Data is the new oil of marketing success and needs to be an integral part of agency discipline.
Adding to the complexity, Govender says, is that agencies need to help clients navigate the “purpose debate”.
They have no choice but to stand for something and be seen to be making a difference in society and as being accountable for their actions.
Govender takes over from John Dixon, who stays on as chair. She will be responsible for all operations of Publicis Groupe in South Africa and across the continent.
She started her career at MultiChoice, became group CEO at VWV Group and was CEO of Dentsu South Africa before joining Publicis.
She describes her management approach as “people first”. In her first 100 days she plans to engage with as many staff as possible, in the belief that the secret to business success is finding what makes people tick and then creating an environment for them to flourish.
The local group’s parent company will have high expectations for her. Last year revenue for the Middle East and Africa region was up just over 18% on a reported basis and 7.5% organically. This was largely driven by media, while Publicis Sapient was broadly stable.
Govender is hoping the Sapient offering will accelerate growth.
PAG has a footprint in more than 30 African countries, but many agencies displaying its signage are joint ventures. She’s looking at more consolidation and strengthening the service offering.
Govender also is unhappy that women in the industry are often pushed into marketing support positions and are not appointed in enough numbers to boards or profit-and-loss positions.
There is no doubt she has the chops to tackle this problem, having made a name for herself as a respected mentor.
When she worked for MultiChoice she launched the M-Net Cares brand, focusing on breast cancer and literacy, and founded the Phakama Women’s Academy, which helps marketing students prepare for the corporate world.
Govender still finds time to mentor six young people, and says it hurts when women are not shown the right direction.