Publicis Groupe has combined the expertise of two of its divisions – Publicis Communications and Publicis.Sapient – to form a new venture designed to help clients better connect with “digitally empowered consumers”.
The company said the creation of Sapient Inside will bring together the best of its creative, digital, consulting and technology services.
The move is in line with previously announced plans to “create an agile, dynamic oranisation focused on delivering client impact”, Publicis added.
The launch of Sapient Inside, that will roll out to key markets from July 1 and be jointly overseen by Asia Pacific SapientNitro managing director Christian Oversohl, comes two weeks after Publicis announced a sweeping restructure of its media divisions.
Publicis Groupe chairman and chief executive, Michael Levy, said the new initiative will enable clients to tap into its expertise “with the speed and agility demanded by the increasingly digital marketplace”.
“With Sapient Inside we will provide our Publicis Communications clients with access to an integrated powerhouse of world class creative talent, brand stewardship, omni-channel strategy capability, consulting and all the technology horsepower needed to realise the biggest of ideas.”
Publicis further explained the structure by saying Sapient Inside’s digital consulting and technology teams will be “physically embedded” within Publicis Communications offices.
It will enable its creative agencies to tap into the expertise of its digital and technology teams “in a totally seamless way”, the firm added.
The CEO of Publicis.Sapient, Alan Herrick, added that it will benefit marketers who are having to “grapple with increasingy complex business environments created by digitally empowered consumers”.
“The market now demand that [companies] connect and combine previously disconnected experiences and functions,” he said. “This new world requires a different kind of partner.
“Sapient Inside’s highly-integrated, dynamically configurable environment transcends conventional attempts at collaboration, futher breaking down silos and enabling true collaboration for the benefit of our clients that is not available anywhere else in the market.”
Sapient Inside will roll out initially in Shanghai, Chicago, New York, London, Paris, Hamburg and Dubai. It will launch in other markets over the next 12 months.
It will be led by Asia Pacific SapientNitro managing director Christian Oversohl and Guy Wieynk, European CEO of Publicis Worldwide.