What Publicis’ open letter to WPP CEO Cindy Rose says

Publicis Groupe has issued a sharply worded open letter to WPP CEO Cindy Rose following her remarks on pitchless agency appointments during WPP’s Q3 earnings call on October 29. Shared on Publicis Groupe’s official Instagram account, the letter challenges the suggestion that major accounts are being secured through CEO-level relationships rather than rigorous client evaluations, while also questioning WPP’s decision not to participate in Coca-Cola’s North American media pitch.

The open letter, as shared by Publicis Groupe on Instagram, reads:

“We’ve had a busy few days, as you may have seen, but of course we didn’t miss your earnings call last week. We’ve always enjoyed a bit of industry back and forth, à la Maurice and Martin, so we couldn’t let your theory on how we win new business slide without a word.

Although it might make for a good headline, claiming we win on a ‘CEO handshake’ is an insult to clients’ intelligence.

We all know global companies don’t hand over their data, media, and tech keys over a friendly espresso.

It takes months of hard testing by marketers, engineers, data architects, and procurement teams. So let’s be really clear here: skipping an old-school pitch circus isn’t skipping due diligence. It’s clients knowing what they need and testing us to the limit.

Having worked at one of the companies that chose us this year, you know its leaders really well, and your comments sell them remarkably short.

They would never have entrusted us with a task of this magnitude on a wink and a handshake.

It’s as believable as saying your troops were too tired to try and win back your biggest client’s biggest market.

You can’t be a passionate defender of pitch culture and plead exhaustion in the same breath. If an extra six-week run was enough to sideline your teams, it’s not an endurance problem; it’s a capability one.

Take it from us, investing in tech and talent really helps on that front.

Because in the real world, enterprise partners aren’t chosen after a cosy tête-à-tête or legacy slide decks.

They are chosen on connected identity and media solutions, intelligent creativity, and AI engines that drive business.

Don’t get us wrong. We didn’t expect a basket of muffins or a thank-you note for clearing the path to your global renewal.

 We understand the pressure of building a narrative for the financial markets and the urge to celebrate a win - a victory lap is fun even when you’re the only one who ran.

But it shouldn’t require denigrating our clients, our people, and all of our efforts.

Our industry does extraordinary work. Let’s give it the credit it deserves.

Very best

Your friends at Publicis.”

The Instagram caption accompanying the open letter reads: “Hey @wpp, we’re not angry, we’re just disappointed.”