As I read about Publicis Groupe’s latest reorg, I thought, wow these guys are embracing the digital age head on. The tail finally is going to wag the dog, but in a good way. So I read a lot on the story, trying to catch all the quotes and angles and so forth. I got a little suspicious when I came across this gem: "unveiling a new corporate-level unit." It reminded me of those suits that say, "I am from corporate and I am here to help you." They rarely ever do—help, that is. That particular article (from the so-called industry bible) went on to say, "that it will be a central hub." The only thing a client service corporate-level unit is the hub of is unnecessary overhead costs.
I’m pleased to see the focus is being placed on today’s delivery systems versus yesterday’s, but what are the folks at the traditional agency/media shops thinking right now? They’re reading the trades looking at another huge up-front buy and thinking, "Do we really need to focus on this digital thing?"
I also found it interesting that the new unit will have co-managing partners. Has anyone ever seen this leadership structure work in the past?
It is a delicate balancing act to marry the old with the new. I think it is a bold move on Publicis Groupe's part. Some may say this particular holding company is leading the charge in the digital arena. There should be some additional shake out as this unit begins its life, so let’s not laud or condemn this maneuver just yet. It will be an interesting follow-up a year from now. Will the unit be bloated and useless or gone?