Publicis consolidates media around four key global brands

Publicis Groupe has announced a series of structural changes to Publicis Media, with refreshed leadership and vision centered around four key agency brands.“The new Publicis Media imagined by Steve King is fully equipped to fit the future and best serve our clients,” Maurice Lévy, chairman & CEO, Publicis Groupe, said in a statement.“A leaner and simpler structure will bring more value to our clients and will further accelerate our growth.”Under the changes, Publicis Media will consolidate its six global agency brands: Starcom, Mediavest, Spark, Zenith, Optimedia and Blue 449 into four global agency brands.Starcom and Zenith will each continue to operate as global agency brands, while Mediavest | Spark will operate as a third global agency brand. Optimedia | Blue 449 will be brought together to form a new “global challenger brand”.READ: ZenithOptimedia launches Blue 449 in Hong KongPublicis Media’s structure will cover Top 20 markets, organised by three regions and led by Tim Jones, Regional CEO for the Americas, Iain Jacob, Regional CEO for EMEA, and Gerry Boyle, Regional CEO for Asia Pacific.“We are driven to get to the future first,” Steve King (pictured), CEO of Publicis Media, said.“Publicis Media is a fresh opportunity to simplify our organisation, invent more modern approaches to gain efficiency, introduce structures for greater collaboration and effectiveness, and drive new levels of scale and client value.”Under the new model, the agency network names of Starcom Mediavest Group and ZenithOptimedia Group will be shuttered, with the VivaKi capabilities to be integrated into Publicis Media’s Global Practice model.