Publicis Groupe Announces Organization Solely For General Motors.

Publicis Groupe SA, following its merger with Bcom3 Group on Sept. 25 announced its plan to merge D’Arcy Worldwide into its other global agencies: Publicis Worldwide, Saatchi & Saatchi Worldwide, and Leo Burnett Worldwide in order to strengthen those networks and to build service capability for its clients.

Following this announcement, Publicis Groupe announced the establishment of a unique global organization developed in partnership with and dedicated solely to General Motors Corporation. The new agency organization, which has not yet been named, will be headquartered in Detroit, Michigan, USA.

Roger Haupt, President & Chief Operating Officer of Publicis Groupe, will become the new organization’s Chairman, and Patrick Sherwood, formerly CEO D’Arcy North America, has been named as its President & Chief Executive Officer.

The new organization will draw upon resources from D’Arcy and Leo Burnett and will be part of Leo Burnett Worldwide. Sherwood will become a member of Leo Burnett’s Global Operating Committee.

The new organization aims to set a standard in client/agency partnership through the creation of a unique marketing services company. There were two principles surrounding the creation of this organization:

Breadth of communications disciplines

The new organization will truly be impartial to the marketing solutions for GM business. Disciplines including public relations, advertising, promotion, internet and all other marketing specialties will be led by this new integrated organization.

Depth of creative resources

The new organization will have a greater depth of creative resources. Creative teams will be dedicated to reaching a more diverse consumer base in innovative ways, integrated across the entire marketing mix.

“We formed this new agency with the support of GM through Gary Cowger, GM’s President, and C.J. Fraleigh, Executive Director, Advertising & Corporate Marketing,” Haupt said. “GM has become an innovative, fast-moving company with highly competitive products. They have partnered with us every step of the way to design a new organization that will reach a diverse consumer through creative marketing solutions.”

“This new organization will have significantly greater creative resources and an ability to develop ideas that go beyond traditional advertising,” Fraleigh said. “We need this type of out-of-the-box thinking to reach consumers in new and innovative ways that better communicate the strength of our products.”

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