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NEWS 9
Publicis ramps up digital strategy to
offset cyclical and structural change
THE COMBINATION of cyclical ment. That has meant there make the same jump in the next
and structural change has cast have been fewer replacements three years as we have done in
a pall of gloom over much of than leavers. We have taken the last three years.”
the industry, but not for Richard out probably more than 1,000 Meanwhile, Pinder has been
Pinder, the new chief operat- advertising people, but taken impressed by the work done
ing officer at Publicis World- in more than 300 incremental by his staff in India and, when
wide. digital people.” pressed to tip non-Publicis Li-
“Structural change has been Managers have been forced to ons contenders, pointed to
talked about for most of the consider whether they really Burger King, Goodby, Silver-
time I have been in the busi- need a vacant post. stein & Partners and the Japan-
ness,” he said. “But nothing Pinder also embraces the chal- ese mobile phone spots for Axe
has changed. However, the cycli- lenge of consumer-generated body spray.
cal thing suddenly makes it content (UCG): “Having peo- Underscoring Publicis’ strength-
unarguable that you have got ple engage with your brand to ening commitment to digital,
to do something.” such an extent that they are Maurice Levy, the group’s chair-
That something, for Pinder, passionate about it and want man and CEO, will be talking
means switching more resources to express themselves is bril- to Google’s chairman and CEO,
into digital. Many groups have liant. The job of the agency is Eric Schmidt, at tomorrow’s
done so by blanket firing in to steer that conversation.” Publicis seminar, which starts
advertising and hiring in digi- Another message Pinder has at 14.15 in the Debussy. The
tal, which Pinder argues is ex- been delivering is that he wants two industry leaders will dis-
pensive and socially abhorrent. to see Publicis among the top cuss the future of communi-
“What we have been doing for five in creative measures. “The cations, explore the new spirit
18 months is replacing people fact is that we have been 15th of entrepreneurship born out
who leave, but [new digital staff] over the last 10 years, but we of the recession and examine
have to engage with the global are 10th in this year’s Gunn ways of parlaying the crisis into
team to sanction that replace- Report. So all I want to do is an opportunity. a73
Publicis’ Richard Pinder
THURSDAY 25
TH
JUNE 2009
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