The marketing landscape is fundamentally changing. An abundance of content, demanding consumers and rapid technological developments pose major challenges for brands. Where many organisations are looking for answers, Publicis Groupe Nederland is a pioneer in choosing a radically open approach. ‘Publicis saw this shift coming years ago’, says Isabelle Dacz, CEO of Publicis Groupe Nederland. ‘With an entrepreneurial spirit and open mind, we are building solutions for the challenges of tomorrow.’
Strategic preparation
The transformation that Publicis Groupe Nederland has initiated is therefore not a coincidence or opportunism, but the result of a strategic and well-considered growth path. As early as 2016, the labels were brought together under one P&L structure, a step that structurally strengthened the collaboration between the various disciplines within the group: The Power of One. In 2019, Publicis introduced People-Based IDs via Epsilon, an innovative solution that enables brands to connect with consumers on an individual level. In 2021, major steps followed with the establishment of LePub Amsterdam, an agency focused on cultural relevance and innovation, and the addition of social and dynamic creativity with Boomerang, Publicis’ next-generation creative agency.
‘Every step was a conscious preparation for what we call the era of openness,’ Dacz explains. ‘By constantly looking ahead and making strategic choices, we have laid the foundations for the future of media, social and creation within marketing communications.’
The era of openness
Publicis divides the transformation of the marketing landscape into different eras. First came the era of the big idea, where everything revolved around one big idea. Then came the media era, where channels and reach were central. Then came the digital era, with the rise of technology as a platform. Then came the data era, where insights and measurability reigned supreme, followed by the AI era, where automation and smart systems fundamentally change the way we work.
‘All these developments from different eras come together in the era of openness,’ says Dacz. ‘Being open is no longer a choice, but a necessity. The era of openness is a time in which the boundaries between technology, culture and creativity are blurred. An open approach stands for transparency, accessibility and collaboration. It is a time in which companies, brands and consumers are building the future of communication together.’
N ew approach to touchpoint orchestration The increasing fragmentation within the media world forces us all to rethink our approach; more than ever, paid, owned and earned touchpoints need to form one ecosystem. ‘It requires an open mind from our people to challenge the algorithms and keep thinking ahead’, Dacz emphasizes. This openness is essential for the entire market. Fortunately, we see inspiring examples, such as the NMO, where large media parties work together. ‘It is a call to the large global players to also take steps towards openness and thus contribute to a more integrated future for the profession’, Dacz adds.
From one-way traffic to co-creation
Boomerang, Publicis’ social creative agency, translates openness into practice. “Since brands no longer compete with brands but with people, they need to be open to co-creation, resulting in shared ownership of authentic stories between brands and their audiences,” says Dacz. With a creator mentality, Boomerang helps brands stay relevant in the rapidly changing world of social platforms.
For Creation: Innovation Without Borders
LePub Amsterdam embraces a philosophy of openness, seamlessly combining top creativity, data and technology. Supported by the Data & Culture Lab, the agency translates deep insights into consumer behavior and cultural trends into impactful campaigns. This approach enables LePub to offer solutions that are both locally relevant and globally influential. ‘Our strength lies in the collaboration between creative experts and data specialists’, says Dacz. ‘This synergy leads to innovative and creative solutions that allow brands to anchor themselves in popular culture.’
An open ecosystem: The Power of One
The success of Publicis’ approach is not in tools or technology, but in the combination of strong specialists and an open ecosystem. ‘You are only as strong as your weakest link’, Dacz emphasizes. ‘That’s why we invest in experts who not only excel in their field, but also collaborate effectively – both internally and externally.’ This Power of One philosophy extends beyond the walls of the organization. ‘We don’t believe that everything should be in-house. Our open DNA makes us strong in partnerships with external specialists, agencies and technology partners. We see collaboration as a strategic added value, not a compromise.’ This balance between specialization and openness prevents the work from becoming generic. ‘Otherwise everything just becomes vanilla. It’s about combining the right expertise at the right time.’
Data and integration as a foundation for strategy
‘Data-driven work and integration of expertise go hand in hand’, says Dacz. These elements come together in the fully integrated strategy team. Media, brand and social specialists work side by side with data consultants and cultural experts. The aforementioned Data & Culture Lab, where AI is used intelligently for faster and deeper analyses, reinforces this approach. Dacz: ‘A deep understanding of people and culture is the starting point for everything we do. AI helps us to recognize patterns and gain sharp insights faster, but it is our people who translate these insights into meaningful and effective strategies. By combining data with cultural knowledge, strategies are created that are not only measurable, but also truly relevant to consumers.’
Open to the future
‘Future leadership is not possible without open collaboration’, Dacz concludes. This open pioneering mentality lives in the DNA of Publicis: the creative who dares to say ‘this idea is exciting, let’s explore it’, the data analyst who dares to challenge assumptions, the intern whose wild idea grows into a real campaign. ‘Where others see walls, we build doors. Openness is not a limitation, but an invitation to push boundaries. We are open to the open-minded – and therefore ready for what comes.’
