IQ + TQ + EQ = Publicis: Jean-Yves Naouri
The COO of Publicis Groupe is applying this equation of intelligence, technology & emotion to India too as Publicis looks to up its share in this market
Publicis Groupe has had another one busy year in India in 2012.
Last year, the company focussed significantly on the PR domain and made acquisitions across verticals including specific skill-sets such as social media PR, events PR and so on. The Hanmer buyout to become MSL India is also now complete hence marking a big milestone in Publicis focus on the PR domain in India. Publicis Groupe has now diverted much of its attention to pure-play digital companies in India. Added to this, the repercussion of the global buyout of BBH also saw an India impact this year making 2012 another significant year for Publicis’ ambitious growth targets in India.
Earlier this year, Publicis acquired Indigo under Leo Burnett India to serve as one more offer from the agency on digital. As is known Leo Burnett already had Arc Worldwide in its stable. Last week, Publicis Groupe acquired iStrat to be aligned with its agency Publicis Worldwide to be able to give a specialised digital offer from Publicis Worldwide and Publicis India as well. Jean-Yves Naouri, COO, Publicis Groupe divulged that the plan for Saatchi & Saatchi India, the third creative agency from the Publicis Groupe, for now, is to build its digital expertise organically.
Naouri goes on to say that Publicis Groupe’s acquisitions for 2012 are completed, but there is quite a lot in store for 2013 which will be guided by the same strategy as seen in its acquisitions so far. The 2013 agenda will also see further focus on developing expertise for e-commerce from Publicis. He explained, “We are a parent company and we are very happy to include new family members who help us to become even more relevant to our clients. For us, the first thing we evaluate acquisitions on is the talent that we add to the company with that acquisition.”
The next on Naouri’s list is being relevant to marketers and other Publicis clients, bringing in strong values and complimenting Publicis agency offers and being compatible with Publicis Groupe. He added, “We are in the business of ideas and strategic thinking. We want to be with companies that understand client expectations and look at various aspects of the business critically.”
Naouri said that Publicis led by Chairman Maurice Levy in fact has an equation to articulate this vision – IQ (Intelligence Quotient) + TQ (Technology Quotient) + EQ (Emotional Quotient) = Publicis Groupe. “This is our guiding principle and everything we do – the companies we acquire, the global leaders that we partner with – is around this and this makes Publicis Groupe unique and special to clients.”
Acquisition such as MarketGate that is essentially a marketing consultancy and strategic practice is also on these lines. For Naouri, MarketGate brings not only great talent in the Publicis fold but also an expertise that is more ‘upstream’ when it comes to client thinking and very rare in its competition companies.
For its media agencies too, Publicis has more plans for 2013. This year, the company had bought out Resultrix under the ZenithOptimedia’s Performics banner to augment ZO’s digital offer to clients.
Naouri reiterates Publicis Groupe’s focus on India. “India is a very significant market already and we do not even like to call it as an emerging market any more. India will play a stronger role in contribution to global growth and we are very keen to increase our market share here soon – and the focus to do so is by taking both the organic and inorganic road.”
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