Carla Serrano Named CEO of Publicis New York

Blog Post Banner Image-CarlaPublicis New York’s Chief Strategy Officer Carla Serrano has been promoted to CEO of Publicis New York. Serrano joined Publicis Worldwide North America in 2014 as Chief Strategy Officer, and is a member of the Publicis Worldwide Comex leadership team. In her new role, she will report directly to Publicis North America CEO Andrew Bruce, who has held the position, along with CEO North America, for the past two years. Read More ››

The Connected Home: Capital Before Connectivity

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by Tim Rich, Director of Data Science Publicis New York

by
Tim Rich
Director of Data Science
Publicis New York

Walking through the connected home portion of CES I was struck at the steps being made to make our home more efficient and responsive to human habitation. Light bulbs that not only connect to a user’s phone but also to centralized home automation hubs. Vents that regulate the air flow understanding when people are in the room and shuting off to save heat when people are not. There were also whole home automation systems built by the biggest names in home remodeling and DIY construction.

While the growth in this sector has been incredible and no doubt these automated and web connected devices will help us live with more resource efficiency, to this data scientist we are still missing a key component: a centralized communication protocol between platforms and new technologies, as well as guidelines for hardware. Read More ››

Publicis New York and Citi Win Big at 2015 Midas Awards

midas header Publicis New York and client Citi took home an outstanding 9 awards and 6 certificates at the 2015 Midas Awards, which honor the best in financial marketing and advertising. This year’s wins include two gold and five silver awards for “#incredouble,” an earned media campaign that imagined and celebrated great 2-in-1 combos for the launch of Citi’s Double Cash Card. The team also took home two silver awards and four Midas certificates for a social activation that leveraged Citi’s existing “An Out of Wallet Experience” campaign to promote the new Citi + Apple Pay feature. Read More ››

Big Ideas: Data and Creativity

Publicis New York’s Director of Data Science Tim Rich discusses the interplay of data science and creativity in advertising.

Does data replace creativity?

In a creative agency setting there is a little bit of tension inherent in this, but the question for me is: how can we use data to spur creativity? I don’t think either of these things exist in silos. A lot of times data and data science is put at the back of the funnel, so it becomes a function of analytics. One of the things we really focus on at Publicis is moving data science forward in the funnel, into the creative process. So when we get a brief, and the brief might say something like, “we have this storied car brand and we want to bring it to a younger generation where it’s really going to land, because it’s a phenomenal vehicle,” we go to the data science part of it and we say “okay, how can we use data to help understand what people are thinking about this brand?” Are there certain words that are being used? Are there certain ideas that are being used? And we help surface and inject this creative potential. Read More ››

Duncan Bruce Promoted to President and CEO of Publicis Canada

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Duncan Bruce, Publicis Canada’s current President & Chief Creative Officer has been promoted to Canadian President & CEO, effective immediately, according to Andrew Bruce, CEO Publicis North America and Yves Gougoux, Chairman Publicis Canada. His promotion comes as a direct result of the agency’s marketing transformation and the growth it continues to drive. Seismic shifts in consumer behavior and the empowerment that underpins it has informed the vision set by Duncan and his team in Toronto and Montreal. The result is a diverse and dynamic agency that today sits atop the country’s innovative industry leaders. Read More ››

How Can Behavioral Science Help Advertisers?

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by Sam McNerney Behavioral Strategist Publicis New York

by
Sam McNerney
Behavioral Strategist
Publicis New York

Zaleucus, prince of the Locrians, an ancient tribe that inhabited Central Greece, could be counted as an early champion of behavioral science. According to the French essayist Michele de Montaigne, Zaleucus reduced excessive spending by letting people wear gold and jewelry only if they were publicly registered pimps and prostitutes. He also ordered that maids could only attend women who were drunk. It worked: Overnight, gold jewelry and large entourages virtually disappeared.

This possibly apocryphal story is political sleight-of-hand at its finest, not because Zaleucus got what he wanted, but because he got what he wanted without making anyone feel like they had been forced to do anything.

Zaleucus knew that when it comes to behavior change, small changes in perception could have big effects. In an era obsessed with collecting data to understand the details of customer habits, changing behavior is still fundamentally about modifying how people perceive reality, not changing objective reality itself. No economic incentive would have persuaded the Greeks to stop wearing gold. Read More ››

Publicis North America’s Dawn Winchester Appointed Global Managing Director of Nurun

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Publicis Worldwide‘s global digital agency, Nurun, has appointed Dawn Winchester, Chief Digital Officer of Publicis North America, as its Global Managing Director. She will work alongside Steve Tremblay, Nurun’s Global Chief Technology Officer, and will report on a global level to Arthur Sadoun, CEO, Publicis Worldwide while continuing to report to Andrew Bruce for her North America responsibilities. Winchester will take on a dual capacity across both roles with immediate effect.

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Publicis Toronto Hires Max Valiquette as New Head of Strategic Planning

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Publicis Toronto has announced that Max Valiquette has joined the agency as its Vice President of Strategic Planning.

Duncan Bruce, President of Publicis Canada, said: “When we set out to fill this role we were looking for a partner that could help us shape a planning model for the future. In a world where we cannot fall upon the conventions of traditional interruption-based communications, it is critical that we marry an intimate understanding of the cultural context with behavioural analysis in order to identify opportunities for our clients to connect in authentic and meaningful ways. Max is here to do exactly that.” Read More ››

Interning at Publicis: The Pitch

group photoEach year, Publicis New York offers summer internships to give talented students hands-on experience in advertising and the opportunity to create their own campaign. At the end of the program, each team of interns gets to pitch their campaign directly to the client, a unique and valuable experience for aspiring creative, strategists and account managers. Read More ››

Interning at Publicis: Learning the Trade

presentationskillsPublicis New York’s summer internships offer talented students a chance to get hands-on experience in advertising and create their own digital campaign that they’ll pitch directly to the client. This year, they’re tasked with creating a digital-first campaign for Red Lobster. To help interns prepare for this unique experience, leaders within the agency offer their expertise by hosting learning sessions on their areas of expertise. By the end of their program, interns will not only have a fully realized campaign to share, but also a real-world education in the advertising industry that will serve them in their future careers. Read More ››