L&K Saatchi & Saatchi unveils Cooling Tomorrow Together campaign for SRF Floron AC Gas
India – May 08, 2024 – L&K Saatchi & Saatchi, part of Publicis Groupe India, has conceptualised the latest campaign for SRF Floron AC gas, a SRF Limited brand. Titled ‘Cooling Tomorrow Together’, the campaign comprises two films that will be aired exclusively on JioCinema at the Indian Premier League.
One of the dominant players in the air conditioning and cooling refrigerants industry, SRF Limited seeks to highlight the crucial role of AC refrigerants in staying cool during the summer. The two 10-second advertisements establish the “We Cool (AC): What Keeps You Cool” narrative.
The films take an exaggerated, humorous route, depicting two extreme scenarios where the protagonists do not get angry despite provocation.
Depicting everyday situations, the first ad shows a driver staying calm as his expensive car gets hit on an empty road. The second ad showcases a husband being saved from his wife’s fury when he forgets about his dinner date and falls asleep, all thanks to the superior cooling power of SRF Floron AC gas.
Through these light-hearted narratives, the campaign effectively highlights the product’s key benefit: its ability to maintain car and room temperature, promoting a sense of calm and well-being for drivers and consumers alike.
Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi in India said,
“It isn’t easy to advertise or tell a story about a product that is neither seen nor heard. We went in search of an ‘Oh! I never knew Floron did that!’ idea. We aimed to bring the AC refrigerant out of its hiding place and give it its rightful value in life situations. The result is a set of films that are fun, quirky, and delightful.”
A SRF Floron representative added,
“’Cooling Tomorrow Together’ is more than just a campaign; it’s a pledge of tranquillity amidst life’s chaos. In collaboration with SRF Floron, L&K Saatchi & Saatchi has artfully captured our vision: to redefine comfort. This initiative aims to engage and enlighten consumers about the technology behind their home cooling appliances and car airconditioning, while cementing SRF Floron’s status as the ultimate choice for AC cooling gas in the market.”
Film Links:
Home AC:
Car AC:
Arthur Sadoun To Take On The Role Of Chairman And CEO of Publicis Groupe Board
Publicis Groupe has revealed a proposed change to the company’s governance, which will be voted on by shareholders at its annual general meeting on May 29, 2024. Thanks to its distinctive business model that is tailored to the requirements of some of the top corporations globally, its unrivaled capabilities, and the breadth of its talent pool, Publicis has seen a period of sustained growth in recent years. In preparation for his mandate’s expiration in 2025, Maurice Lévy, Chairman of the Supervisory Board, presented a proposal to the Group’s governing bodies to alter the company’s governance to strengthen that dynamic and the leadership teams that underpin it. With this modification, the business would become a single-structure corporation with a Board of Directors, following the more popular model of a dual-structure corporation with a Supervisory Board and Management Board (Directoire).
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Arthur Sadoun to assume the role of Chairman and CEO of the Publicis Groupe Board
The proposal was unanimously approved by the Supervisory Board after a protracted and difficult procedure. It will now be put to a vote by shareholders at the next AGM. Arthur Sadoun will take on the roles of Chairman and CEO of the Board under the new arrangement. Along with his appointment, the Board’s committees would be strengthened and the position of Lead Director would be established following AEFP-MEDEF principles and a well-balanced governance model.
Maurice Lévy appointed as Chairman Emeritus
Maurice Lévy, chairman of the supervisory board, would be appointed Chairman Emeritus, allowing the Groupe to continue to benefit from his insight, knowledge, and leadership. He would not only attend board meetings but also preside over a mixed group of executives and board members. With the support of these modifications, Lévy and Sadoun’s cooperation would be able to continue, leading Publicis to become the industry leader in market capitalization during the last seven years.
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Here’s what they said
Maurice Lévy, Chairman of the Supervisory Board commented,
“Publicis Groupe has a long history of anticipating change and transforming itself to face the future. “The primary responsibility of any board is to ensure that a company has both the governance structure and the teams it needs to lead it forward. With this in mind, I proposed changing the governance of the Groupe in order to put in place a Board of Directors, with Arthur Sadoun as Chairman and CEO. It’s the most effective way of maintaining the Groupe’s success, now and in the long term. I’m delighted that the Supervisory Board was unanimous in its approval of this change, and confident that our shareholders will give it their support, seeing it as the means of preserving and perpetuating the outstanding results that have taken our group to new heights.”
Arthur Sadoun, Chairman and CEO of Publicis Groupe said,
“The aim of this change in governance is simple: to preserve the driving forces behind the Groupe’s success and maintain the model that has made Publicis our industry’s most valuable company in terms of market capitalization. It will also allow us to continue the duo that we have formed with Maurice Lévy since 2017, which has seen Publicis extract itself from the pack and emerge as a clear leader in our sector. The continuity of our partnership, combined with the incredible talent of our teams around the world and our best-in-class capabilities make us more confident than ever in our ability to help our clients transform and thrive in this ever-changing environment, and drive even greater value and innovation for all of our stakeholders. For those reasons, I hope that our shareholders will support this proposal.”
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Publicis Play & Hero Motocorp collaborate to launch India’s first on-ground gaming live stream motorcycle launch event featuring Hero XTREME 125R
Publicis Play, Publicis Groupe’s dedicated gaming offering in India, executed India’s first motorcycle launch on a gaming live stream in partnership with Rooter, India’s leading game streaming platform at the Hero World 2024.
The event featured an ensemble of four of India’s top gaming influencers including Mortal, Gamerfleet, LolzZz, and Dobby.
New Delhi, March 13, 2024: Publicis Play, Publicis Groupe’s dedicated gaming offering in India has teamed up with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, to introduce India’s pioneering on-ground gaming live stream event, featuring the recently launched Hero Xtreme 125R. The three-hour gaming event was live-streamed from Hero’s Centre for Innovation & Technology in Jaipur, Rajasthan at the second edition of Hero World 2024.
The partnership represents a shared vision for innovation and excellence, aimed at creating memorable experiences for consumers. The XTREME 125R perfectly captures the aspirational needs in mobility of the gen-next customers. The motorcycle is here to “Challenge the Extreme”, a leap ahead in terms of performance, styling, riding dynamics and safety. And, by integrating the adrenaline-fueled performance of the Hero Xtreme 125R with the thrill of battle royale gaming, the event showcased an unparalleled fusion of gaming and motorcycling excitement.
Bringing this high-octane experience to life, Rooter created an Xtreme Zone, which became the epicentre of live gaming action at the Hero World 2024. From here, India’s top gaming influencers, including Mortal, GamerFleet, LolzZz, and Dobby, challenged gamers to reach 125 finishes in 125 minutes while playing BGMI (Battlegrounds Mobile India). The competition fuelled massive engagement on stream, making it an unforgettable experience for both the gamers and viewers. The livestream was simulcasted across Rooter, YouTube & Glance and garnered a peak viewership of 60,000+, securing a position in the top 50 trending videos in the gaming category on YouTube. This remarkable achievement underscores the growing synergy between the gaming community and motorcycle enthusiasts, bridging the gap between two diverse yet vibrant worlds.
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Commenting on this ground-breaking initiative, Ranjivjit Singh, Chief Business Officer, India Business Unit, Hero MotoCorp, said,
“At Hero MotoCorp, we believe that connecting with the sub-culture of the nation is an important ingredient to drive deeper connections with our audience. In India, E-sports is an emerging sub-culture with the GenZ audience- they are not just playing games; they are crafting a new realm of competition, camaraderie, and culture through E-sports. For the launch of Hero XTREME 125R we identified gaming as a key passion point for our GenZ audience. The synergy between “Challenge the Xtreme and Gaming” is an indisputable proposition because it will enable our customers to forge bonds, break barriers, and become a canvas for their aspirations.”
Jai Lala, CEO, Zenith India said,
“Hero MotoCorp’s partnership with Publicis Play for the launch of the Hero XTREME 125R demonstrates the sheer power and cutting-edge prowess of our gaming-led marketing approach. By harnessing the dynamic synergy between motorcycles and gaming, we’ve shattered conventional norms, elevating engagement, and excitement to unprecedented heights.”
Hari Krishnan, MD & Head, Publicis Content stated,
“Gaming is not just a pastime; it’s a cultural phenomenon that has the power to connect people across diverse interests. We are thrilled to have partnered with Hero MotoCorp to pioneer this unique fusion of gaming and the new product launch. The success of the live stream is a testament to the potential of such innovative approaches in the marketing landscape.”
Launched at Hero World 2024, the Hero XTREME 125R combines the agility and versatility of an Xtreme model, with crisply drawn lines, powerfully sculpted surfaces and dynamic proportions. It gives Xtreme 125R an athletic, commanding and imposing appearance. The new Xtreme 125R is available at Hero MotoCorp dealerships in two variants, priced at Rs. 95,000 for IBS and Rs. 99,500 for ABS*. (Ex-Showroom Delhi)
About Publicis Groupe:
The Power of One Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalisation at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 95,000 professionals. In India, Publicis Groupe’s client base is a strong roster of both global and local clients. Our list of clients includes GlaxoSmithKline, Nestle, PepsiCo, Procter & Gamble, Hero MotoCorp, Renault, Citigroup, HDFC Bank, Bharti Airtel, Meta, HP, Loreal, Abbot, Stellantis, Renault, Axis Bank, Zee Entertainment, Ikea, Visa, Beiersdorf, Parle Products, Spotify, and Bajaj Group among others.
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Publicis Groupe Announces the Launch of B2B Creative Offering, Publicis Pro
Publicis Groupe EMEA has announced the launch of Publicis Pro, a B2B creative offering. The offering brings together B2B agency Octopus Group and 400 B2B specialists from across its global network. The Octopus Group name will be rebranded as Publicis Pro. It will be led by Octopus Group co-founders Jon Lonsdale as CEO and Pete Hendrick as Managing Director. Lonsdale will answer to Publicis Groupe’s EMEA CEO, Demet Ikiler. Focusing on B2B strategy, creative, influence, and commerce, the core team of sixty will pay particular attention to the UK, Germany, and France. Previously, Octopus focused on the UK market.
Publicis Rebrands Octopus Group with the launch of Publicis Pro
In 2021, Publicis Groupe purchased the London-based Octopus Group. It noted business-to-business and business-to-consumer clients as “big growth areas” in the B2B space. About sixty people worked for Octopus at its Farringdon office at the time. It relocated to the Chancery Lane office, home of Saatchi & Saatchi and Leo Burnett. Furthermore, it joined Publicis Groupe’s UK creative practice. Since then, Octopus has expanded its customer base in the manufacturing, telecom, financial services, and technology sectors, according to Publicis Group. Companies like Sharp Europe, Smartsheet, Rolls-Royce, and Twilio have awarded Octopus new business.
Octopus Group acquired in 2021
At the time of the acquisition, the deal was Publicis Groupe‘s most significant UK-specific M&A move in the creative space since 2014, indicating adland’s return to the acquisition trail following the Covid pandemic. Octopus Group has a range of tech-first capabilities, including creative, content, digital experience, and public relations. Its clients, which it did not share with Publicis at the time of acquisition, included technology, financial, and professional services brands like Siemens, Adobe, Logitech, Smartsheet, Cognizant, and ACI Worldwide.
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Investors
The principal investors in Octopus Group were the company’s management. Lonsdale, Finance Director Ben Holden, Board Director Nicola Pestell, Chief Strategy Director Billy Hamilton-Stent, and Hendrick are among them.
Here’s what they said
As reported by Campaign Asia,
The group said,
“The [launch] will enable Publicis Groupe to better connect international business audiences with new data and marketing services, accelerating growth for its global B2B and B2B2C clients and becoming a new centre of excellence across the EMEA region,”
Demet Ikiler stated,
“We want to make Publicis Groupe a centre of excellence for B2B clients, and to better serve our existing B2C clients who require B2B expertise. By building out Publicis Pro across our key markets in the region, we are already uncovering exciting new growth opportunities.”
Jon Lonsdale added,
“This is the natural next step in Octopus’ journey and will allow us to offer clients more access to talent, tech and data as we scale and supercharge our existing offering across Publicis Groupe. Publicis Pro brings an exciting opportunity to launch new services, including AI tools, that are specifically designed for complex B2B audiences.”
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Publicis Groupe Plans €300 million AI Investment, Unveils CoreAI Platform
Publicis Groupe intends to prioritize a new AI platform and devote an additional €300 million to AI initiatives over the following three years. As the new technology is used more and more in the advertising industry, this will include €100 million in 2024 as part of its new plan to become “the industry’s first AI-powered intelligence system”. Publicis unveiled CoreAI, a new “intelligent system” that will enable new AI capabilities for the Parisian behemoth throughout the whole organization, as part of a significant AI overhaul.
Fund distribution in the AI investment
The funds will be distributed equally. Half of the €100 million that is budgeted for 2024 will go toward personnel, such as hiring and training, and the other half will go toward technology, such as cloud infrastructure, software, and licenses. At a time when ad companies are moving away from a cookie-based online model to proprietary first-party data, Publicis announced that it would leverage the 2.3 billion individual data profiles it possesses to train its “CoreAI” tech platform, personalize campaigns, predict their impact, and adjust targeted audiences in real-time.
The company announced that it would invest €100 million in 2024 alone, with all funding coming from “internal efficiencies” and no impact on operating margin dilution. Additionally, Publicis stated that it intends to further incorporate AI into its current platform model by linking each employee to “CoreAI,” an entity that the group began developing in the second half of 2023 and will begin implementing in the first half of 2024.
What is CoreAI?
The new multi-layered platform known as CoreAI is the hub for AI initiatives. CoreAI combines multiple AI agents, an API layer, and foundation AI models from Publicis Groupe. It also includes Publicis Sapient’s Bodhi machine learning platform, using both structured and unstructured data. In addition, OpenAI, Adobe, Amazon, Microsoft, and twelve other third-party AI service providers are partners of CoreAI. Some other third-party suppliers are Bria, Hugging Face, RunwayML, Midjourney, and Pika.AI.
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How will the AI platform benefit?
The company will be able to connect every data point, from across every expertise, business unit, and geography. Furthermore, it will put them in the hands of all of its people. This is all thanks to the transition to an intelligent system. The central component of the system will be an entity named CoreAI by Publicis Groupe. It was created with the assistance and AI expertise of Publicis Sapient.
CoreAI data points deployment
All 1,00,000 employees will have access to CoreAI’s data points, which can be used in five primary disciplines:
- Insight: offering analysis, research, and “business consultant-level intelligence” to support the development of marketing plans and strategies.
- Media: Maximizing purchasing and planning to get better outcomes and accuracy.
- Production and creativity: allowing divisions to produce customized content on a large scale.
- Software: This enables the company to launch digital goods and software in “days and weeks, not months.”
- Operations: Client management and operations systems have been “boosted with speed, accuracy, and efficiency.”
Here’s what they said
Arthur Sadoun, CEO & Chairman of Publicis Groupe said,
Our journey from a holding company to a platform has not been easy, but it definitely paid off, as you can see with our 2023 organic growth outperforming the industry for the fourth year in a row. The platform organization we have built over the last decade, our proprietary data of unmatched breadth and accuracy, and the 45,000 engineers, consultants and data analysts at the heart of our model, uniquely position us to push the boundaries even further by leveraging AI.
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Publicis Groupe South Asia Appoints Amitesh Rao as CEO, Leo Burnett South Asia
Amitesh Rao has been appointed Chief Executive Officer of Leo Burnett South Asia by Publicis Groupe South Asia. Rao takes over for Dheeraj Sinha, who left the agency to work for FCB last year. As part of his role, Rao will oversee all Leo Burnett India operations. It will include Leo Burnett Orchard, in Mumbai, Gurgaon, Bangalore, Chennai, and the rest of South Asia. Furthermore, he will oversee Publicis Business and Publicis Health.
Role and reporting within the agency
Working closely with Rajdeepak Das, Chief Creative Officer, Publicis Groupe India, and Chairman, Leo Burnett South Asia, the role will report to Anupriya Acharya, CEO, Publicis Groupe South Asia. Rao has been carefully chosen to guide Leo Burnett South Asia into its next phase of growth and creative aspirations because of his multidisciplinary and multicategory experience from a variety of leadership roles, impressive track record on client business, and abundance of knowledge across technology, data, and creativity.
Amitesh Rao’s leadership experience
Rao, an IIM Bangalore alumnus, has over 25 years of leadership experience in marketing, advertising, and technology entrepreneurship in the gaming and simulation industries. He comes from McCann India, where he oversaw operations in the North and West as Executive Director. Rao previously held executive roles at TBWA, Rediffusion, and JWT. During his time in advertising, he worked across markets for well-known brands. These included PepsiCo, Airtel, Nestle, Reckitt, Coke, Mastercard, and Nissan. He has worked with MTS and RPG in the telco and data sectors, handling marketing and sales.
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Here’s what they said
Anupriya Acharya, CEO, of Publicis Groupe South Asia said,
I am delighted to welcome Amitesh Rao. We are in an age of constant invention and re-invention and in Amitesh, we found the perfect leader who brings both a thorough appreciation of the power of creativity in building strong brands and an intimate understanding and fluency in diverse languages of technology, gaming, data, and platforms. His easy demeanour and candid attitude are an added asset for clients, our teams and our Groupe’s Power of One agenda. I look forward to working with him.
Amitesh Rao added,
I look forward to leading Leo Burnett South Asia in an era where the confluence of technology and creativity is redefining the playing field. With its outstanding creativity and top accolades, a remarkable roster of blue-chip clients and an amazing talent pool, the agency offers an incredible canvas. I hope to bring new perspective on client businesses, strengthen seamless solutions and look forward to accelerating growth for Leo Burnett and its clients.
Rajdeepak Das, Chief Creative Officer, Publicis Groupe India and Chairman, Leo Burnett South Asia commented,
Having built Leo Burnett South Asia over the last 10 years and making it synonymous with iconic, inspiring creativity that transforms brands and businesses, I am delighted to find in Amitesh a leader who resonates with LB’s ethos and brings with him strong and diverse experience that can take Leo Burnett South Asia to the next level of success and build on the agency’s stellar offerings. We all look forward to partnering him.
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Publicis Names Rajdeepak Das as South Asia CCO; Chairman, Leo Burnett South Asia
Publics Groupe has promoted Rajdeepak Das to Chief Creative Officer, at Publicis Groupe South Asia, and Chairman of Leo Burnett, South Asia. Das’s appointment demonstrates the Groupe’s emphasis and dedication to world-class, inspirational creativity that develops brands through contemporary, purpose-driven work.
Focus on transforming client businesses
Das will concentrate on advancing the Groupe’s creative agenda in these newly established roles by utilizing the alchemy of technology and data to transform client businesses. To support these directives, he will collaborate closely with the Groupe’s creative, data, and technology talent.
Das’s leadership experience
Das is a superb creative leader with more than 20 years of successful brand development experience. Leo Burnett India has produced performances both domestically and internationally under his direction. The agency has won the Asia-Pacific Creative Agency of the Year at Spikes Asia 2023, the Most Awarded Indian Agency at the Cannes Lions 2023, The One Show 2023, Adfest 2023, and D&AD 2023 under his leadership. He is the recipient of over 100 international awards. Being a strong advocate of the ability of modern creativity to change people’s lives and an early adopter of cutting-edge concepts and technologies, some of his most notable campaigns have been wildly successful. These include “SmartFarms” for PepsiCo, “Say It With Oreo” for Mondelez, and “PumaDive” for PUMA.
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Here’s what they said
Anupriya Acharya, South Asia CEO, Publicis Groupe said,
I have really enjoyed working with Raj as his ideas and creativity continue to fuel both business impact and accolades. His quest for world-changing brand ideas is truly remarkable. His scintillating, sustained performance, ability to transform agency culture and reputation, as well as the width of the work that captures innovation, business transformation, data and sustainability, make him an ideal choice. We hope to leverage these strengths on a larger Groupe canvas.
Rajdeepak Das added,
I am super-delighted to get such a large canvas! With the breadth of capabilities at the Groupe level, a repertoire of finest clients and brilliant diverse talent, the opportunities are limitless. It’s been a truly exhilarating ride for me so far, and the new mandate (s) make it even more exciting. I look forward to redefining creativity and driving brand impact, as also positively shaping communities through powerful, progressive work.
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Publicis Groupe Wins Most Of Mondelez’s Global Media Business
Publicis Groupe won a lion’s share of Mondelez’s global media business – the makers of Cadbury and Oreo worth $1.6bn, as per media reports. The remaining business is with WPP and Vayner Media.
Publicis will lead the business in Latin America, Europe, the Middle East, and the North African Peninsula, South Africa, and China. It will also manage Mondelez’s traditional video investment, content, and multicultural marketing in the U.S. and Canada. Publicis Groupe has gained $450 million of media billings across Europe, including the UK and Italy (formerly handled by Carat) as well as France and Germany (formerly handled by Wavemaker). By acquiring major European markets, it is estimated that it has increased the global billings from 30% to 70%
The redistribution of the business took place following a review that concluded this week. VaynerMedia has continued to lead communications planning and digital buying in the US and Canada. WPP has been appointed to lead Mondelez business in Southeast Asia, India, Australia, New Zealand, and Japan.
Mondelez is one of the world’s largest advertisers, spending $1.6 billion on advertising in 2021. Recent years have seen Publicis Groupe slowly expand its share of Mondelez advertising services.
Campaign UK quoted a Mondelez spokesperson as saying,
“To lead the future of snacking, we are continuing to evolve our marketing approach to be more consumer-centric and digitally-enabled than ever before. Since our last media review in 2018, we have re-engineered our agency model across creative and production to deliver meaningful impact to the Mondelez business.
After a careful review, we are proud to announce key media agency partners have been selected to build on this foundation and further accelerate our growth.”
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Publicis Groupe Acquires CitrusAd, An Australian-Based SaaS Provider
Publicis Groupe has bolstered its retail portfolio by obtaining the Australian-based Software as a Service (SaaS) provider CitrusAd, which will help the company improve its marketing effectiveness on retailer websites.
This has come at a time when the company has undergone rapid development of eCommerce over the last two years.
By the virtue of this agreement, CitrusAd, which was started in 2017, will continue to function as a distinct organization while working within Publicis Epsilon’s data division to build a personal identity-based solution for retailers based on Epsilon’s existing Core-ID data product.
CitrusAd is a SaaS platform that enhances brand marketing performance directly into retailer websites, with over half of its revenue based in the United States.
Kohl’s, Macy’s, Tesco, Ocado, Lowe’s, Sainsbury’s, and Woolworth’s are just a few of the companies that collaborate with the firm in 22 countries. It also boasts that its self-serve platform is being used by 4,000 brands.
The co-founder and chief executive of CitrusAd, Brad Moran said in an interview that there had been discussions with other interested parties about the acquisition’s timing, but that the transaction with Publicis looked to be the best option.
Moran threw some light on this acquisition and said that Epsilon and CitrusAd’s partnership helps retailers to increase income by marketing co-branded assets across broader publisher networks outside of their four walls.
He further commented –
The world is moving to become cookieless, the world is moving towards walled gardens, and between us and Epsilon, we want to build the biggest walled garden in the world
Epsilon’s identification layer, Code ID, stores first-party data on customers worldwide, with 200 million profiles in the United States and 50 million in Europe alone. CitrusAd will add to Epsilon’s existing insights on online shopping and buying patterns, allowing the brand to better understand its customers and increase conversion rates.
Arthur Sadoun, CEO and chairman of Publicis Groupe said :
We are delighted to welcome Brad, Nick and the CitrusAd team to Publicis. The leading technology they have developed, coupled with Epsilon’s CORE ID will enable CPG brands to grow faster and retailers to generate new sources of revenue to win in a platform world. It will also give to Publicis a strong competitive advantage in a channel that by 2025 should surpass traditional TV spend
CitrusAd will continue to be managed by Moran in his existing capacity and co-founder and CMO Nick Paech, who will supervise 130 engineers and media professionals stationed around the world when they join Publicis Groupe.
Moran will report to Thibault Hennion, Epsilon’s head of international operations, and Jay Askinasi, Publicis Groupe’s chief growth officer.