NEWS12 October 2017

Publicis launches data and analytics division

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GLOBAL – Publicis has created a data platform called Spine, which it says will use data to target advertising at consumers on an individual level. 

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The division will comprise three components: data matching of first, second and third party sources; a cloud-based platform, PeopleCloud; and a centralised data and analytics workforce of 3,500 people from across Publicis Groupe.

Lisa Donohue, most recently Starcom’s global brand president, has been appointed chief executive of the division.

In other changes at the advertising group, DigitasLBi will move from Publicis.Sapient to Publicis Media, with Michael Kahn, previously global brand president of Performics, taking Nigel Vaz’s role as global president of DigitasLBi. Vaz remains chief executive of Publicis.Sapient for the EMEA and Asia-Pacific regions.

The company is also shifting its digital business transformation assets within Publicis.Sapient into industry practice verticals.

Arthur Sadoun, chairman and chief executive of Publicis Groupe, said: "These moves are the natural next steps in the development of our model, further strengthening capability on both the marketing and business transformation fronts and, importantly, closely interconnecting them, fueled by all of our data expertise."