At the same time as it has transformed its offer, Publicis has evolved into a more agile organization, gradually moving from a holding company to a platform model. The Power of One strategy, based on an integrated collaboration model offering increased benefits to clients, was initiated in 2016. Through the Group “Client Leader” (account manager dedicated to a specific client), clients are offered a tailored service and direct access to the Groupe’s entire range of expertise to help them to constantly innovate and improve their sales, while controlling costs.
The Groupe has also realigned its operations, into a country organization, allowing them to pool their expertise and develop solutions adapted to local characteristics. All countries and regions benefit from access to the Global Delivery Centers and shared service centers operated by Re:Sources. Since 2018, the entire organization is connected through Marcel, the Groupe’s AI-powered platform dedicated to knowledge sharing and professional development, among other initiatives.
In 2024, the Groupe launched CoreAI, an initiative intended to place artificial intelligence at the heart of its organization by bringing together all of the Groupe’s data assets under a single entity. Today, CoreAI allows Publicis teams to become more efficient in supporting clients’ needs, and the technology has also been deployed in certain clients’ environments.
All these actions have helped to strengthen Publicis’ operational efficiency, reflected in its industry-leading financial indicators, while generating savings that allow it to continue to invest in the talents and expertise of tomorrow.
To comprehensively address all of its clients’ needs—both in marketing and digital transformation—Publicis’s model is structured around three main areas of expertise: Connected Media, Intelligent Creativity, and Technology. This expertise is interconnected by artificial intelligence, thanks to a Group organization structured as a unified and agile platform.
Publicis’ Connected Media ecosystem brings together all of the Groupe’s paid, earned, shared and owned media skills, which are connected to Epsilon’s data thanks to artificial intelligence.
Publicis advises its clients on the selection and optimal use of media, as well as the purchase of the most effective advertising space for their communication campaigns. The Groupe’s integrated network of experts spanning strategy, investment, creative and digital technologies is critical in helping clients position and optimize their brands in an increasingly complex and fragmented media landscape.
The Groupe’s media business is structured around international brands such as Starcom, Zenith and Spark Foundry. It is mainly based on two types of services:
In a world dominated by platforms, particularly e-commerce, brands are seeking to reinvent their relationship with retailers and connect more directly with their consumers. Publicis’ commerce business enables them to define new strategies to optimize their distribution channels, their presence at points of sale, their visibility on e-commerce platforms and their delivery terms and conditions, as well as develop proprietary platforms for direct sales to consumers.
Thanks to the combined expertise of CitrusAd, Profitero, Arc and Mars United, Publicis has built an integrated commerce offering. The Groupe’s expertise in Retail Media and digital shelf optimization, as well as its online and offline measurement tools, combined with its close relationships with all major retailers, provide clients with a 360-degree view of consumers’ buying journeys.
Publicis has developed one of the most comprehensive influencer marketing solutions worldwide, connecting advertisers with more than 15 million creators, 90% of whom are influencers with more than one million followers. By combining the capabilities of Influential, Captiv8, BR Media and Hepmil with in-depth knowledge of consumers through its data graph, the Groupe helps its clients to identify and engage creators who resonate with their audiences, thereby helping to grow their businesses.
