Publicis Worldwide launches La Maison – an exclusive service with Google and Condé Nast to provide consumer insights, world-class content and technology for luxury brands

Publicis Worldwide, the leading network that services over 40 of the world’s most exclusive luxury brands by agencies Publicis 133, AR New York and Publicis EtNous, today announced the launch of La Maison. This is a premium service platform to provide client marques with unique insights, innovation and content at the scale needed to increase their global brand leadership. The creation of La Maison is underpinned by an exclusive collaboration between Google, Condé Nast and Publicis Groupe digital networks, to ensure that luxury brands stay at the forefront of trends and experiences – whether that is in fashion or digital innovation – as competition shifts to new markets and digital channels.

        La Maison supports luxury and premium brands as they face multiple challenges: understanding consumers in emerging markets; global competition; and the evolving digital landscape. Recent Bain & Co* research in the luxury sector predicts that global growth in 2014 will increase by up to 6%, with rising online payment and 30% of purchases made by Chinese consumers playing an increased role. In these changing times, Publicis Worldwide is providing clients with the tools to ensure they ‘lead the change’ and stay at the forefront of consumer knowledge, experiences and technology to capitalise on these market shifts and growth.

The foundation of La Maison services are a result of strong relationships with Google and Condé Nast providing expertise across three pillars of collaboration:

1. Insights – La Maison and Google insights will include the latest data showing digital habits of affluent consumers, including interests for brands and products, while also breaking down activity by desktop, mobile and tablet devices. It will also explore YouTube video consumption and search query trends on luxury brands to build monthly reports to help clients understand the latest market insights within the high net worth community.

 2. Content  – The Condé Nast relationship brings content strategy and planning, original content creation and licensed editorial content to La Maison clients. Condé Nast has global expertise with  its iconic lifestyle media brands  – Vogue, Vanity Fair, Glamour, Brides and GQ, to name a few.  The publisher’s award-winning content producers will create provocative and innovative content programs with local market customization that build relationships with consumers. The Condé Nast Branded Content group specializes in cross-platform content engagements, ranging from film and premium digital video programming, as well as the photography and written work that has been the hallmark of its print and digital portfolio.

Google and Condé Nast will use their expertise in content distribution to work with La Maison and their clients to distribute their branded content across the best Google, YouTube and Condé Nast media channels. Agencies will also look at the best channels and platforms globally for their clients.

3. Innovative digital solutions – La Maison acts as the interface with Publicis Groupe Digital networks to give clients access to the world’s best digital agencies – including: Digitas LBi, Razorfish, Rosetta and Publicis Modem – to create innovative digital solutions that maintain the premium experience. These agencies have the scale to develop global platforms for the brands and ensure that they maintain market leadership on digital channels.

Photograph left to right:

Carlo D’Asaro Biondo, President of Southern & Eastern Europe, Middle East and Africa Operations, Google

Lou Cona, chief revenue of Condé Nast and president, Condé Nast Media Group

Arthur Sadoun, CEO, Publicis Worldwide

Charles Georges-Picot, CEO, Publicis 133

Arthur Sadoun, CEO of Publicis Worldwide, commented: “La Maison marries our expertise and heritage in luxury marketing services with our unique technology and content partnerships to provide clients with a platform to understand and reach globally the most prized consumers. Publicis Worldwide is committed to ensuring our clients are at the forefront of their sector and this latest innovation will help redefine marketing for luxury brands. La Maison is a total end-to-end service: from understanding how high net worth audiences navigate digital channels with Google, and devising content with Condé Nast, to building platforms with our digital agencies and distributing across relevant channels.”

Carlo D’Asaro Biondo, President of Southern & Eastern Europe, Middle East and Africa Operations, Google, said: “We are excited about working with Publicis Worldwide and their creative agencies to demonstrate how we can make the web work for their luxury clients. We’re also extremely honored to work with Condé Nast who can bring to the web the quality of content that has driven brand value and appeal for the luxury industry for over 100 years now.  Our platforms from Google Search to Google+ and YouTube generate billions of consumer signals that will combine perfectly with the creativity of Publicis and the ideal content of Condé Nast to deliver meaningful, digital, brand engagement strategies for clients.”

Lou Cona, chief revenue of Condé Nast and president of Condé Nast Media Group, commented: “We are pleased to partner with Publicis Worldwide and Google to provide clients with creative, effective and innovative solutions that connect and make a lasting impact with premium global audiences.  Our content is widely recognized as best-in-class and we are looking forward to bringing our expertise to even more luxury brands.”

La Maison is headed up by Charles Georges-Picot, CEO of Publicis 133 and the global expert in luxury brand marketing. Raul Martinez, Design Director of Vogue USA, Co-Founder and Chief Creative Officer of AR, will be responsible for the creative output. A global luxury team within Google under the management of Ariane Rivier will contribute trends analysis and content distribution advice. It will be supported by La Maison team across all offices. Clients will remain with their independent agencies but have access to these services, avoiding a network structure.

Charles Georges-Picot, CEO of Publicis 133 and head of La Maison, added “La Maison is a true innovation in the world of luxury marketing. We  have unique access that brings fresh insights to our clients – whether it’s understanding the behaviours of Brazilian luxury buyers and spotting the next big social channel in China to providing unique fashion films and exclusive editorial content, we will ensure premium brands are at the forefront of innovative marketing and consumer knowledge.”

 

Publicis Worldwide has a portfolio of boutique agencies (Publicis 133, AR New York, and Publicis EtNous) which offer La Maison services across offices in Paris, New York, Hong Kong, Shanghai and Singapore. They specialise in understanding premium and luxury brands to deliver strategy and execution that meet the high standards needed to maintain their exclusivity. There are over 30 brands served by these agencies that remain independent within Publicis Worldwide.

* http://www.reuters.com/article/2014/05/19/us-bain-luxury-idUSBREA4I0FI20140519

 

 

 

New campaign ORANGE – IF WE ALL HAD SUPERPOWERS ? – by Publicis Conseil

After a year where network speed and deployment were paramount, Orange, leader in future networks, wants to put the user and their digital usage back at the heart of its message.

Nowadays, everyone is connected. The smartphone, and all the high speed internet usage that goes with it, has become an essential part of everyday life. It is on the basis of this observation that Orange created its new campaign, showcasing the superpowers that we can all have with Orange 4G.

Who hasn’t dreamt of being omniscient?
Who hasn’t dreamt of being a superhero in the eyes of their loved ones?
Who hasn’t dreamt of finding a parking space in the blink of an eye?
Who hasn’t dreamt of winning the heart of a superheroine?

Emotive and humorous, this new campaign, designed by Publicis Conseil, will be deployed across all media and social networks. The campaign shows how we can all have superpowers, thanks to super‐fast internet…real superheroes will pale by comparison! The campaign will be launched on TV and in cinemas with the Wonderlove film. The film tells the story of an ordinary young man who, thanks to his 4G superpowers, wins the heart of a superheroine, to the consternation of a superhero who sees his powers completely surpassed.

Thanks to his smartphone applications, and a little bit of charm, the young man sails through the story with ease: contactless mobile payment, geolocation, remote home management, instant downloads.

On the Orange.fr site are the incredible adventures of other everyday superheroes SuperLisa, SuperNico, SuperJulie and SuperEmile who battle it out with Moonman, Titanos, and even Mr. Invisible. A humorous comic series by Reno offers a simple way to discover and learn about all of the applications possible with Orange superfast internet. A published version of this comic‐style user guide will soon be available in all Orange stores.

In order to stimulate conversation around this new concept, Orange will also offer internet users an interactive animation in which they are the hero. Every day from March the 17th‐21st, Orange invites internet users to share their dream superpowers on Twitter, using the hashtag #monsuperpouvoir . A team of illustrators will create and then post a comic‐style drawing of the most imaginative superpowers: Charlie Poppins, Bill Otomo, Flomize, Loic Secheresse, Erwann Surcouf. The most prolific contributors will even have their superpower illustrated in the form of a comic cover by famous comic artists such as Stéphanie Hans, RUN and Guillaume Singelin.

From April, the campaign will include posters featuring defeated superheroes, plus superheroes will battle it out with the Livebox Jet offers in Orange stores. The concept will be used throughout the year with new material released regularly.

Publicis North America Debuts as New Mega Region

Move Brings Together Two Strong Regions and Two Top Talents to Lead Combined Entity: Susan Gianinno Named Chairman & Andrew Bruce Named CEO of North America

NEW YORK, NY (December 10, 2013) – Publicis Worldwide, the largest agency brand of the Paris-based Publicis Groupe, today announced the creation of a new mega region, Publicis North America, combining two of the best performing regions in Publicis Worldwide and bringing together two top talents to lead the region. Publicis North America — comprised of Publicis USA and Publicis Canada — represents the largest Publicis region outside of France.

Susan Gianinno has been named Chairman of the newly expanded region, and will concentrate on key global and regional clients. She will also concentrate on priority global initiatives, working in partnership with Arthur Sadoun, recently named CEO for Publicis Worldwide.

Andrew Bruce has been named CEO of Publicis North America, which includes all…

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Renault creates ‘animal attraction’ for its sponsorship of The Jonathan Ross Show – Publicis London

Publicis London has created an exotic series of idents to support Renault UK’s new sponsorship of The Jonathan Ross Show on ITV1, which returns to screens for its fifth series at 10.15pm on Saturday 12th October, with an estimated audience of 2.5 million viewers.

The idents take the theme of ‘animal attraction’ to showcase the seductive and stylish design features of Renault’s new small car range, focusing on their latest three models: the all-new Renault Captur crossover, the New Renault Clio and their 100% electric flagship, the Renault ZOE

A variety of wild and charming creatures are drawn to the arresting designs, with 2×10” spots created for each model.  An excitable husky and proud crowned crane showcase the adventurous Captur crossover; wise owls and electrical fanatic moths are drawn to the stunning and pure 100% electric ZOE, while a proud, exotic cheetah and loveable rabbits are drawn to the passionate and seductive curves of the New Renault Clio.

The 11 week sponsorship activity will be backed by a wider online presence, with the hashtag #animalattraction offering viewers the opportunity to join in the conversation, and in turn win prizes, via social media (predominantly YouTube and Twitter based).

Emmy and Wildscreen Panda award winning director, Dave Allen directed the spots with Passion RAW, and media was booked through Manning Gottlieb OMD.

Said Jason Cobbold, Publicis London’s Deputy Managing Director: “We wanted to do something simple and amusing to capture the appeal of Renault’s newly designed generation of cars.  We show the magnetism of the product, and introduce a few wild characters along the way.”

Said Phil York, Renault UK Marketing Director: “Our sponsorship of the Jonathan Ross show offers us a great opportunity to showcase our new small car range, and represents the start of a new communications direction centered around seductive design.”

Do you like betting? You’re going to love the new PMU campaign. – by Publicis Conseil

When you arrive at the office, you try to guess which lift will open first. At the supermarket, you bet which queue will move the quickest. In the canteen, do you often predict that ‘tonight, so-and-so will be eliminated’ from your favourite reality TV show? Don’t worry, you’re not alone… There is a gambler that lies dormant in all of us. Our new PMU campaign is there to awaken it and show that horse racing betting is not a pleasure reserved only for experts!

At the heart of this plan are 2 explosive TV adverts, whose formula is summarised below:

Take 2 historic, universally known incidents. Ensure that there is doubt as to their exact cause. Imagine that a small bet is at the origin of it all… And add a dash of impertinence. The result: 2 impactful dramas to grab the attention of ALL unwitting gamblers.

 Strategically, we have placed betting at the heart of history; this was necessary to remind the general public that betting is part of our DNA. It is a universal spice of everyday life: we sometimes forget, but we love to bet… and therefore it follows that we are all budding lovers of horseracing betting. You just have to give it a try!

 The choice of director was just as strategic. In order to ensure that our adverts have great impact we needed someone who excels in the use of humour. Our creative team at Publicis Conseil turned to one of the sharpest directors in the field: Jake Szymanski.

With this well-loved ‘Saturday Night Live’ director, the quirkiness and the irony required for our films was guaranteed.

 The ‘Sérial Parieur’ digital campaign, designed by Publicis Modem and launched on 30th August, accompanied the launch of TV films. The concept: 10 staggered races in which crazy stars go head-to-head.

The objective: to give you the opportunity of betting for fun… and loving it. Then there’s no reason not to try a horseracing bet!

 ‘Yes, but we know nothing about horseracing…’, you’ll say…

Well we’ve taken care of everything! PMU is also launching a fun platform that explains everything about betting…

Go to easypari.fr, to discover the perfect products to get you started (Simple and Quinté+spOt), practical advice, etc…

How far would you go to help a friend?

http://dvlgll.me/YZjIYm

Carlsberg puts friends to the test in a new campaign by Duval Guillaume.
Imagine this: it’s the middle of the night and your best friend calls for help. How far would you go to get him off the hook? A new social video provides a comical twist to the well-known tag line ‘That calls for a Carlsberg’ through a series of real life set-ups caught on cameras.

Publicis creates first UK TV campaign for car marque Dacia

Publicis UK has created a TV advertising campaign to support the launch of Renault-owned car marque Dacia, which goes on sale for the first time in the UK this month.

The activity breaks on national TV, and features the UK marketing strapline “You do the maths”, which was introduced in summer last year.

The TVC introduces Dacia, a car brand which favours function over frivolity and makes an enemy of the unnecessary, enabling them to offer a simple range of cleverly designed vehicles, without compromising on quality, at an unbelievably low price.

The voice-over stars Ralph Ineson, best known for playing The Office’s Finchy. The ad opens on a stripped-back still of the Dacia range, with Ineson saying: “Hello, we’re Dacia. We don’t do frivolity, function’s our thing. It’s how we keep quality high and prices low. But research suggests that a touch of frivolity might make a car seem more appealing.”

The spot, ‘Frivolity’, then breaks into a fast-paced montage of car clichés including a vehicle driving seductively over an aqueduct and through a desert, with the VO asking, “Happy?”. The ad closes back on the Dacia range, with the end-frame featuring the strapline “You do the maths”. 

Phil York, Renault UK Marketing Director, said [TBC]: “The Dacia brand is all about breaking the rules, and the campaign reflects this in a tongue-in-cheek way.  It challenges the perception of what a quality car can cost and reveals the amazingly priced Dacia range.”

Jason Cobbold, Publicis London Deputy Managing Director, adds: “Every once in a while a brand comes along with a story that really shakes up the market. With its unique proposition of ultra low price and high quality, this is Dacia. Naturally, we’re looking forward to spreading the word.”

The range starts from only £5,995 and includes a 5-seat SUV from only £8,995. The campaign will be supported by print and online. Media is through OMD.

 

 

 

O&M’s Higgs moves to Publicis London

Publicis London has appointed Ogilvy&Mather associate creative director Sue Higgs to the role of creative director.

 

Higgs, who joins this month, will report directly to executive creative director Andy Bird, and work across key agency accounts.

 

She joins from Ogilvy, where she led creative for accounts including American Express and Kimberly Clark’s Huggies. During her 12 years at the agency she also worked across brands including Ford, Comfort, Dove, MTV and BP. 

 

Executive creative director Andy Bird said: “It is fantastic to have Sue on board at Publicis. She is exceptionally talented and has a wealth of experience creating stand-out, award-winning work for big brands. Not only that, Sue is an amazing mentor for young creative teams and great fun to have around.”

 

Prior to Ogilvy, Higgs spent three years at M&C Saatchi, joining in 1997 as a senior copywriter and rising to group head. She began her career in advertising as a copywriter at Lowe Howard Spink.

 

During her career Higgs has won numerous creative awards including a Cannes Gold Lion for Vauxhall “Nice”, One Show metals, Campaign Big, BTAA, Eurobest, London International Awards, Creative Circle and Clio. She is also a 2013 D&AD juror for Writing in Advertising. 

 

Publicis Groupe Launches The PubliCube App

Publicis Groupe gives you access to the world of communications, right from your pocket! 

PublicisGroupe, 3rd largest communications group in the world and digital leader, opens a window to the world of communication. Advertising and campaigns, perspectives and white papers, events and speeches, awards and rankings, research and case studies, appointments, New Business wins, acquisitions, financial results… and direct access to all our entities’ posts on social networks and blogs – all this in the palm of your hand! 

Features:
• Discover the news from PublicisGroupe and our entities in real time
• Watch the latest spots in the application, and share them with your friends 
• Follow Twitter and Facebook messages from our entities and leaders as they’re posted
• Find an agency: its location on a map, a number to call immediately, an email contact and a Web site link for more information
• Receive a personalised alert message each day to notify you of news in your areas of interest

Take PubliCubewith you everywhere, and explore the universe of the communications industry where and when you choose! Download the application here.
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Orange AFCON 2013 ???Being There???

ORANGE is the official sponsor of the most important sporting event in Africa: the African Cup of Nations. As long-term partner the brand is committed to supporting the games but more importantly, supporting the supporters. To coincide with this year’s tournament in South Africa, Orange has produced an array of digital tools and are organising numerous events to accompany the supporters throughout the games. They are also giving away 1000 tickets. 

 

An ambitious new TV spot has been produced to launch the campaign. The film is directed by award-winning director, Drake Doremus, (Grand Prix Jury, Sundance Festival 2011) and the music is a reinterpretation of legendary fan anthem “You’ll Never Walk Alone” performed by Nigerian singer, KUKU, with a soundtrack realized by Chris Canavaggio & Sean Henry. 

 

The film is a celebration of the fact that for true fans their love of football means no distance is too far, no hardship is too difficult and no sacrifice is too great. Moreover, it is a tribute to the indomitable spirit of African supporters. It follows a family, three generations of fans, who do whatever it takes to cross the continent to be there and to be heard supporting their team on the big day.