The new brand of the French communications giant arrives in the country to help the group’s financial growth
With the advancement of the concern agencies and advertisers through the efficient use of data in advertising, the Public Group starts its business in Brazil focused on data analytics, strategy, technology and creativity: the Publicis Groupe Media (PGM). The new brand from the French communications giant arrives in the country to help the financial growth of brands such as Publicis, DPZ, Le Pub, Leo Burnett Tailor Made and Talent Marcel, among others, after being introduced in other markets where the agency.
To lead the new brand’s operations in the Brazilian market, the group has hired Colombian publicist Ximena Villamil. The executive, who has a twenty-year career, will lead the business in the country after ten years of operating Publicis Groupe in Colombia. “For me, the Brazilian market has more potential than in other Latin American countries. Today, Brazil is the most relevant in terms of business,” says Ximena.
The executive will report to Gabriela Onofrerecently installed as president for Latin America of the group. “The Publicis Group is very strong globally, especially in data and media. We want to bring this ‘superpower’ that we already have in Brazil,” says Gabriela in an interview with Estadão.
‘Double digit’.
According to the executive, within the group, the data and media businesses have seen the best financial performance in recent years. “Last year they grew by double digits. That’s why we are bringing the best we have to Brazil,” he says.
On Brazilian soil, Ximena Villamil will lead a team of around 200 people, including data engineers and creatives. The executive comments that among the challenges of the new phase are conversations with the group’s various clients, at different stages of maturity, on the use of data in the creative process depending, among other things, on the market in which each operates.
For interlocutors in the advertising market, the launch of the group’s new brand should strengthen media services for clients already served by the conglomerate, expanding the idea of ”Power To One”, which moves the brands of Publicis Groupe, thus guaranteeing advertisers they only keep their investments in the names of the networks.
The movement of the agency conglomerate already appears in the numbers. Data from Publicis Groupe shows that the media and data vertical has seen 35% growth over the past four years. This positive performance helped boost the company’s share price on Euronext Paris. Over the past 12 months, Publicis Groupe shares have appreciated by 40.78% in the capital market.
Artificial intelligence in advertising
When evaluating Sergio Brotto, vice president of media at Ampfy, movements like that of Publicis Groupe have occurred in the advertising market faced with the challenge of agencies and clients to efficiently use commercial customer information. “This movement to focus on actions and campaigns that use data seems to fill this gap,” says the executive.
He adds that, with advancements in AI tools, data analytics services are strengthened to decode information and turn it into creative material in campaigns. “AI is an enabler, a resource that we use from media to creation,” says Brotto
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
