Let The Publicis Consolidation Continue
Just a year ago Publicis reorganized its agency universe into four swim lanes – Starcom, Zenith, Spark and Blue 449 (formerly Optimedia). This was an attempt to streamline their operations and reduce redundancy. Through the process they retired legacy agency names including MediaVest and Razorfish.
Now it looks like they’re consolidating again, with yesterday’s announcement that Spark and Blue 449 will combine into a single entity under the leadership of Chris Boothe. If you’ve followed Publicis over the past few years you know Spark has established itself as the lead conquest shop in the entire holding company (translation – it’s a new business machine), so it’ll be interesting to see what Booth and Co. can do with Blue 449’s digital and data resources.
I don’t expect this to be the end of Big HoCo consolidation. As I posted on Monday, WPP has already realized the benefits of efficiency through consolidation, so it’s easy to see why the other guys might want to run the same play.