Publicis Groupe continues transformation with Sapient Inside

Publicis Groupe is going to house digital specialists from its Publicis.Sapient platform in its ad agencies, as part of its continuing push to break up company silos.

Maurice Lévy, the chairman and chief executive of Publicis Groupe
Maurice Lévy, the chairman and chief executive of Publicis Groupe

The initiative, dubbed Sapient Inside, is designed to use the skills and resources of digital agencies, including SapientNitro and Razorfish, to introduce brands working with its ad agencies to digital and enterprise technology.

In a restructure in December Publicis Groupe created four solutions hubs, including the digital arm Publicis.Sapient and Publicis Communications, which houses its advertising agencies.

Sapient Inside’s teams of digital consulting and technology experts will be physically based in Publicis Communications' offices, encouraging cooperation between the different divisions.

Publicis Groupe will begin rolling out Sapient Inside on 1 July, with offices in London, New York, Chicago, Paris, Shanghai, Hamburg and Dubai, with further expansion planned over the next year.

Leading the rollout will be Guy Wieynk, the European chief executive of Publicis Worldwide, and Christian Oversohl, the managing director of SapientNitro for Asia-Pacific.

In February, Publicis Communications’ chief executive, Arthur Sadoun, told Campaign that the hub structure would allow clients to choose to work with different Publicis Communications agencies in different countries, provided there are no conflict issues.

The plan for the hubs allows, within countries, one agency to use the capabilities of another to provide clients with a more rounded service offering. Sapient Inside is an extension of that strategy.

Publicis Groupe acquired Sapient for $3.7 billion (£2.6 billion) in February last year.

Maurice Lévy, the chairman and chief executive of Publicis Groupe, said: "This is the latest piece in our transformation, which will give our clients access to unrivalled capabilities via the 'power of one'.

"With Sapient Inside, we will provide our Publicis Communications clients with access to an integrated powerhouse of worldclass creative talent, brand stewardship, omni-channel strategy capability, consulting and all of the technology horsepower needed to realise the biggest of ideas."

In addition to Publicis.Sapient and Publicis Communications the final two solution hubs are Publicis Media and Publicis Healthcare.

Earlier this month Publicis Media announced plans to streamline its agencies into four global networks: Starcom, Zenith, Mediavest Spark and Optimedia Blue 449.

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