You’ve seen every season of Mad Men but it’s only left you wondering: what is it like to work at a modern day advertising agency? Over the course of 9 weeks this summer, 26 bright-eyed interns from across the country will be joining the Publicis family to learn all about what we do in the ad industry.
These shining talents are assigned to departments and brands throughout the company. At the frontlines of our agency, they will learn everything from what a day in the life of a producer looks like to the intricacies of data science and search. At the end of the summer, they’ll show off everything they’ve learned by putting together and pitching a complete campaign to both clients and senior executives from the Publicis team.
Two weeks before our group of interns joined us, we asked them to start thinking about one of the basic building blocks of our industry: understanding and building a brand. To help them think about what it means to brand a client, we asked them to create 90 second branding videos for themselves that told us quickly and concisely who they are in both broad strokes and subtle nuances.
Here are a few of the fantastic results we got:
Stay tuned for more updates from our interns this summer!
Publicis New York Music Producer Theresa Notartomaso talks about finding the right music for an ad
As a music producer, what kind of projects do you work on?
I lead all things music for the agency, whether it’s licensing music, negotiating music rights or original music production. I oversee it all. Read More ››
Publicis New York's Jesse Samberg talks alternative programming
The most recent United States Census estimates the American population at more than 322 million. And America’s biggest annual TV event, the Super Bowl, sees just over a third of the country tune in. This audience is glued to screens in their living rooms and bars for more than five hours when you factor in the extended halftime show – practically every brand marketer’s wet dream. In fact, a large number of brands have either already released their Super Bowl spots (Skittles, Mountain Dew, Kia) or have teased what’s coming (Bud Light, Taco Bell, Butterfinger) not only to tee up this transfixed audience, but also as part of a larger, web- or social-based ecosystem with easily accessible and relevant content available whenever consumers want it. In this way, brands are betting the value of their Super Bowl spot is a part of their total marketing universe, but will play the most crucial role in creating buzz and conversation, generating leads, and ultimately, driving purchase consideration.
But what about the two thirds or nearly 200 million Americans that don’t plan to watch the Super Bowl? Read More ››
Publicis 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 ››
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 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 ››
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, 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 ››
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 ››