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.

LaMaison-logo        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. InsightsLa 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 solutionsLa 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.






Publicis Groupe invites Tencent to share the stage at 61st annual Cannes Lions International Festival of Creativity

This year, at the 61st annual Cannes Lions International Festival, Publicis Groupe’s seminar will bring together SY Lau, President of Online Media Group of Tencent and Senior Executive VP of Tencent Holdings, and Maurice Lévy, Chairman and CEO of Publicis Groupe. The seminar will take place June 20, 2014 at 2:15 PM in the Grand Auditorium at the Palais des Festivals.
During the seminar titled “The Real Awakening of China,” Lau and Lévy will discuss China’s digital innovations and the rise of the world’s second largest consumption-driven economy.
With more smart phone and Internet users than any other country in the world and a booming digital eco-system, China is leading a digital revolution whose waves are being felt all around the world.

The seminar will be comprised of three themes: the digital economy (in China and globally), digital behaviors, and the digital eco-system for brands. Key questions to be addressed during the seminar will include:

  •  How will brands deal with the rise of the world’s second largest consumption-driven economy?
  •  How do size and scale impact the digital behaviors of an entire population?
  • How will digital advances in China disrupt traditional retail and advertising in China and the world over as services like Tencent’s Weixin and WeChat—with 396 million monthly active users—go global?

Digital innovation is at the core of the fast-growing market in China. As the world’s 4th largest Internet company, including Internet platforms such as QQ, WeChat, Tencent Video, Tencent News app and others, Tencent has brought together China’s largest online community to meet the various needs of tomorrow’s Internet users.

About Seng Yee Lau
President of Online Media Group of Tencent, SEVP of Tencent Holdings

SY joined Tencent in 2006 and oversees Tencent Online Media Group, which includes Tencent News Portal, Tencent Video and Tencent Microblog. His main mission is to build OMG into a world-class media company.

SY is a seasoned professional with more than 20 years of experience in the media and marketing industry. He has also served as CEO of several global communications networks. Prior to Tencent, SY was the Managing Partner of Publicis China and the CEO for BBDO China.

With close to 20 years professional experience in China, SY is an actively sought after industry opinion leader in the area of Internet trends, digital media and marketing. In addition to regular speeches at Cannes and Asia Media Forum, SY also speaks at various executives programs of Harvard Business School, Stanford University, Georgetown University, Hong Kong University and CEIBS. In 2011, SY was honored globally as “The World’s 21 Most Influential People in Marketing and Media” by New York based Advertising Age.

SY received his EMBA from Rutgers State University, USA. As an alumni of Harvard Business School, he completed the Advanced Marketing Management Program in 2007, and AMP (Advanced Management Program) in 2010.

About Publicis Groupe
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is one of the world’s leading communications groups. The Groupe offers a full range of services and skills: digital (DigitasLBi, Razorfish, Rosetta, VivaKi), advertising (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), public affairs, corporate communications and events (MSLGROUP), media strategy, planning and buying (Starcom MediaVest Group and ZenithOptimedia), healthcare communications, with Publicis Healthcare Communications Group (PHCG), and finally, brand asset production with Prodigious. Present in 108 countries, the Groupe employs more than 62,000 professionals. | Twitter: @PublicisGroupe | Facebook: | LinkedIn: Publicis Groupe | | Viva la Difference !

About Tencent
Tencent uses technology to enrich the lives of Internet users. Every day, hundreds of millions of people communicate, share experiences, consume information, seek entertainment, and shop online through our integrated platforms. Our diversified services include QQ, Weixin and WeChat for communications; Qzone for social networking; QQ Game Platform for online games; for information; as well as our eCommerce services.
The company was founded in Shenzhen in 1998 and went public on the Main Board of the Stock Exchange of Hong Kong Limited in 2004. The Company has been one of the 50 constituent stocks of the Hang Seng Index since June 10, 2008, under stock code 00700. We seek to evolve with the Internet by investing in innovation, providing a hospitable environment for our partners, and staying close to our users.

Nescafe: “Alarm cup” by Publicis Mexico

NESCAFÉ® embraces consumer maker technologies to quickly design and build 200 limited edition, 3D Printed, Arduino-based NESCAFÉ® Alarm Caps.

Publicis Mexico is proud to present the The Alarm Cap, designed for NESCAFÉ®‘s brand image refresh. This is the first prototype developed by Publicis Innovation Lab in collaboration with NOTlabs, the creative studio of Los Angeles based, design inspiration company, NOTCOT Inc. “We are very proud of this first prototype delivered and of what our Lab, and its multi- disciplinary team, is
accomplishing since its establishment as an independent department, just a few months ago,” says Héctor Fernández, CEO and General Creative Director at Publicis Mexico.

The Innovation Lab offers brands the possibility to lead the change in the way to interact with consumers. Publicis is the first agency in México to create an inhouse Innovation Lab, combining communication strategy, UX, design and technology. The team is led by Federico de Mateo, Orlando Montiel and Leonardo Corrales.


Nescafe flips Dolly Parton’s ‘9 to 5’ to ‘5 to 9’ – Publicis Mojo

 In the latest campaign from the nation’s favourite coffee brand NESCAFÉ, Australian women have been given their very own modern day anthem. In a world first, the campaign by Publicis Mojo has taken the iconic ‘9 to 5’ song and re‐recorded it to reflect the real working day of today’s modern woman – 5am to 9pm.

The campaign for the NESCAFÉ variant Café Menu® launched with a full‐length music video which shows that despite a woman’s chaotic and sometimes ridiculous day, a relax and recharge with a NESCAFÉ CaféMenu® can help give her the lift she needs to get through it.

NESCAFÉ Head of Marketing Beverages Rebecca Dobbins says, “Our research clearly highlights what we have always suspected – that modern Australian women today are working harder and longer than ever before. We are delighted to celebrate the real working day of a woman and we hope, whether they’re at home or in the office, women everywhere will watch the music video and feel inspired to relax and recharge over a cup of NESCAFÉ Café Menu®.

Publicis Mojo National Executive Creative Director, Grant Rutherford, adds, “Lots of brands talk at women about their busy lives but we wanted an idea that tapped into a real cultural phenomena and celebrate what women are already doing. We know that things aren’t necessarily going to change but encouraging women to take a daily break can make all the difference.”

The campaign is supported by key bloggers like Mamamia’sEmRuscianoandJoAbisharing their own 5 to 9 stories and the benefits of a coffee break.

With the 5 to 9 music video launched Sunday 27 April, NESCAFÉ Café Menu® is calling all 5 to 9’ers out there to join the Facebook community to inspire all women to take a well‐deserved break.

NESCAFÉ Café Menu® is a NESCAFÉ range of products offering café‐style coffee at home. This campaign is the result of a combined effort between Publicis Mojo, Zenith Optimedia, Digitas LBi and Zing. The music video directed by Jungleboys’ Scott Pickett.

See the Facebook community here


Publicis Worldwide announces the appointment of Axel Dauchez as Chief Executive Officer in France.

He will be reporting to Arthur Sadoun, CEO of Publicis Worldwide. His appointment will be effective as of September 2014.

Dauchez is currently CEO of Deezer, one of the leading companies in digital music distribution.For 20 years, he managed the digital transformation of media and FMCG companies.

In particular, in 1995, he launched the first paid online services for one of the leading video game companies (Coktel-Sierra). In 1998, he was CEO of the first French digital agency, BDDP and Tequila Interactive, and headed MoonScoop, leader in the production of animated films. He joined Deezer in 2010.

In his new role, Dauchez will oversee Publicis Worldwide’s operations in France including: Publicis Conseil, Publicis Dialog, Publicis Modem, Publicis Shopper, Publicis ETO, Diplomatic Cover, Publicis Activ France (Bordeaux, Brest, Lille, Lyon, Marseille, Nantes, Nancy, Paris, Strasbourg), Carré Noir, Marcel, Publicis EtNous and Loeb & Associés.

Arthur Sadoun said: “Axel is an expert in digital transformation and a true entrepreneur. He perfectly knows how to grow businesses and succeed in rapidly evolving environments. His success in the pure player business will be a tremendous asset for Publicis Worldwide in France and for the success of our clients in their digital revolution. After the arrival of Dylan Williams from Mother as International CSO of Publicis Worldwide and the announcement of Guy Wieynk to join as CEO of UK Group and Nordics, Axel’s arrival is another sign of the attractiveness of Publicis Worldwide’s new journey for major digital talents. With Axel’s nomination as CEO of Publicis Worldwide in France and Valerie Henaff as CEO of Publicis Conseil, I am sure that Publicis in France will continue to confirm its position of leader, for the benefit of our clients. “

Axel Dauchez added: “Publicis has supported its clients since their first move into digital by reinventing the business of marketing and communications. Brands and companies are now facing a structural digital revolution and need to challenge their business model offensively. I think Publicis is now one of the rare partners able to accompany its clients from strategy to execution, both in their long-term vision and in facing the changes of today. I am very excited to take the reins of Publicis in France at such an important time. “

This appointment follows the new organization of Publicis Worldwide in France with Valerie Henaff’s appointment as CEO of Publicis Conseil in March, Christian Verger and Nicolas Zunz, Co-CEO of Publicis Dialog/Publicis Modem in France, are both promoted Vice-President of Publicis Worldwide in France.

Arthur Sadoun said : “Since their arrival in 2005, Christian and Nicolas have driven growth and digitalization and played an important role to make Publicis Worldwide in France become the biggest and the most innovative communication network in France. Their promotion will naturally reinforce, with Axel and Valerie, the leadership of Publicis Worldwide in France”.

Photo 3

About Axel Dauchez

Axel started in marketing at Procter & Gamble and led businesses digital movements in Media and FMCG for nearly 20 years. 

In 1995, he joined the marketing department of Coktel-Sierra (one of the leading video game companies) where he launched the first paid online services. He, then became the President of the first French digital agency BDDP and Tequila Interactive from 1998 to 2001, where he managed, among other clients France Telecom, Microsoft, Renault, Warner Music and BNP Paribas and was CEO of MoonScoop, leader in the audiovisual production of animated films. In early 2010, Axel Dauchez became CEO of Deezer and transformed the company in 4 years to world leader in the digital distribution of music, with more than 5M subscribers in over 180 countries and structured partnerships including Orange, Deutsche Telekom, Facebook and Samsung. He then contributed significantly to the restructuring of the global music market after its digital transformation. Axel is a graduate of the Ecole Polytechnique in France, and is 45 years old.

 About Publicis Worldwide in France

With 17 agencies and nearly 2.000 employees, Publicis Worldwide in France counts amongst some of its clients local brands and major global brands such as Axa, BNP Paribas, Bongrain, Cap Gemini, Carrefour, Cartier, Castorama, Coca-Cola, Dim, FNAC, Heineken, Hermès, GDF Suez, L’Oréal, Luxottica, Nestlé, Orange, Pernod Ricard, PMU, RATP, Renault, Sanofi, Seb, Total, Yoplait and more.


Publicis Mojo Brisbane launches new brand campaign for TAFE Queensland to reignite pride in practical skills called Make Great Happen

This Sunday 18 May 2014, Publicis Mojo Brisbane will launch a new brand identity and brand campaign for TAFE Queensland, to reignite pride in TAFE and its graduate professions by celebrating the practical skills that we often take for granted.

For too long it’s been about glorifying the white collar professions. This campaign celebrates the doers in life – the builders, the bakers, the landscapers, the nurturers, the entertainers – the people who make the world turn, the people who make great happen.

TAFE Queensland has the highest awareness of any further education provider in Queensland, but it’s rarely considered by people who also have the choice to go to university. The new brand campaign aims to make TAFE Queensland a brand that people are proud to choose first.

Publicis Mojo Brisbane Managing Partner Rob Kent said, “We’re proud to shine the spotlight on the doers in life.”

“Even in the advertising industry, TAFE has educated some of the finest directors, producers, cinematographers, VFX artists and photographers, so we involved those people in the creation of this campaign.”

Make Great Happen launches on TV Queensland-wide on Sunday 18 May and is complemented by Outdoor & Transit, Cinema, Radio, Digital and Social all encouraging potential students to the new website The media strategy and planning has been created by ZenithOptimedia Brisbane.

The new brand identity has been launched to unite the brand, make it more contemporary, attractive and distinctive in the category in Queensland and internationally.

The campaign’s TVC was directed by TAFE-graduate Grant Marshall from Blacklab International with visual effects and post-production by Cutting Edge. The music is called Given The Chance by The Kite String Tangle and the read is by Australian Poetry Slam champion, Luka Lesson.

Credits list:

Agency: Publicis Mojo Brisbane

Client: TAFE Queensland; Jodi Schmidt, Aaron Smith

Group Account Director: Sue Collins

Strategy Planner: Simone Waugh

Copywriter: Ryan Petie

Art Director: Andy Geppert

Head of TV: Vicki Lee

Director: Grant Marshall

Producer: Karen Hayward

Production Company: Blacklab International

Post-Production: Cutting Edge

Editor: Kerry Farrell

VFX Supervisor: Jeff Gaunt

Sound Designer: Ross Batten

Music: The Kite String Tangle


Publicis Worldwide awarded with two major prizes in the New York Festivals

 Publicis Worldwide recognized in 2014 with 2 major prize awards in the New York Festivals :

 – The Grand Prize Award with “The candidate” for Heineken, developed by Publicis Italy.

– A First Prize Award with “Liking is not helping” for Crisis Relief, developed by Publicis Singapore.

About the Heineken Campaign from Publicis Italy

 To improve its Corporate Image, Heineken International briefed Publicis Italy to demonstrate how both consumers and employees of Heineken embody the same brand DNA of “Open your World”.

 The brand activation campaign, The Candidate, deviates from the traditional rules of recruitment by turning the standard selection process into a job interview no one can prepare for.: only the candidates ready to take on a challenge and capable to seize the opportunities life offers could have fitted with the Heineken brand DNA and thus are worthy to work for Heineken.

 After just two months on air in 2012, the activation video exceeded 5 million views, making it the second most talked about ad in the world. Surpassing 400 million media impressions and 1 million quotes on Google are impressive numbers for a filmed job interview.

The Creative Directors at Publicis Italy are Bruno Bertelli and Cristiana Bocassini.

The award is added to many others already won including 5 Cannes Lions.

 About the Crisis Relief campaign from Publicis Singapore

“Liking is not helping” is a powerful ad campaign that plays on the supposed importance but the frequent impotence of social media.

This campaign developed by Publicis Singapore for Crisis Relief Singapore uses the idea that Facebook ‘likes’ in them selves do not help people. Clicking, while assuaging guilt, does not relieve the pain of people in horrible situations. This campaign has been produced thanks to real photos from Crisis Relief, adding thumbs to illustrate the famous Facebook like”.

Publicis Singapore has developed the “Liking is not helping” campaign under the creative direction of Erik Vervroegen, Creative Director of Publicis Worldwide, and Ajay Vikram Chief Creative Officer of Publicis Singapore.

 The award is added to many others already won including 2 Cannes Lions.