Publicis Groupe restructures media arsenal as Gerry Boyle named APAC CEO of Publicis Media



Publicis Groupe has announced a global restructure for its media arsenal that will see six agency brands reduced to four, and Zenith Optimedia boss Gerry Boyle assume overall leadership of group brand Publicis Media in APAC.

The changes see established media agency brand names Zenith Optimedia and Starcom MediaVest Group retired, and replaced with Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449, which recently launched a regional hub in Hong Kong led by Nico Guiridlian.

Boyle moved from the UK to Singapore in 2013 to take the top regional job at Zenith Optimedia, succeeding Phil Talbot.

Mumbrella has approached Steve King, CEO of Publicis Media, globally, for comment about the implications of the restructure in Asia, and whether this will mean stripping out regional structures from Publicis Media’s agency brands, as sources suggest it will.

The full APAC implications of the restructure remain unclear, but Publicis did suggest that it would move to a a flatter organisational structure.

King said in a statement: “Publicis Media is a fresh opportunity to simplify our organisation, invent more modern approaches to gain efficiency, introduce structures for greater collaboration and effectiveness, and drive new levels of scale and client value”.

Under the changes, the trading brand Vivaki’s capabilities will be integrated across Publicis Media’s agencies.

“The new Publicis Media imagined by Steve King is fully equipped to fit the future and best serve our clients,” said Maurice Lévy, chairman and CEO of Publicis Groupe.

“A leaner and simpler structure will bring more value to our clients and will further accelerate our growth.”

Publicis Media’s structure will cover top 20 markets, organised by three regions, led by Tim Jones, regional CEO for the Americas; Iain Jacob, regional CEO for EMEA, and Boyle for APAC.

The news follows the announced at the start of the year that Publicis Groupe – which backed out of a merger with Omnicom that would have created the world’s largest holding company – was to simplify its operations into four main groups, Publicis Communications, Publicis Media, Publicis Health and Publicis.Sapient.

Another unit, Publicis One, led by Leo Burnett APAC boss Jarek Ziebinski, covers smaller markets outside of the top 20.

The formation of Publicis Communications has already made a big impact on the Singapore market, with Lou Dela Pena, CEO of Publicis Worldwide Singapore, promoted to run the unit. Chris Chiu, head of Leo Burnett Singapore, and Shannon Cullum, who runs Saatchi & Saatchi Singapore, are moving on.


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