Publicis reveals bold digital growth plans

by Hayley Pinkerfield, Revolution UK 04-Jun-07

Publicis Groupe has claimed that one quarter of its total revenue will come from digital business by 2010.

Chief executive Maurice Levy said his objective is to exceed the
projected industry average of 10 per cent and achieve 25 per cent of
total revenue from digital. Levy added: "We have shown that we can lead

the way in the traditional space. We now have the people and technology

to do that in digital."

David Kenny, chief executive of digital arm Digitas and group head of
strategy, plans to expand the digital arm into all major global markets.
He said helping clients shift to interactive was key. By converging its
technology, he aims to make the group's agencies "world-class" in
technology, data and analytics.

"There will be a massive shift once operations are properly in place.
Interactive will no longer be experimental - but fundamental and core as
more and more businesses use digital," he added.

Kenny cited content and new ad formats as vital to this shift:
"Consumers want to be part of the creative process. They want more
control and we need ad formats that respond to that."

Kenny added that as major media owners such as Google, Yahoo! and
Microsoft offer new platforms such as video, agencies must match content
delivery with new technology platforms.

Publicis Groupe recently launched global digital network Publicis Modem.
The group bought US and London-based digital and DM firm Digitas for
$1.3bn earlier this year. Modem Media, part of Digitas, rebranded
as Publicis Modem, the UK arm of a global digital growth strategy.
Publicis Modem operates alongside traditional network, Publicis
Worldwide.