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Publicis Goes for World Digital Domination

News, 09 August 2007


BOSTON, Massachusetts: "Today Boston …Tomorrow the World", to paraphrase a similarly hubristic slogan from a less savory source. Digitas, the digital agency bought for $1.3 billion (€945.67m; £643.5m) in March by Publicis Groupe, has plans to conquer the planet.

Rah-rahs Digitas chairman/ceo David Kenny (pictured): "Our intention with Digitas and Publicis is to build the global platform that everybody uses to match data with advertising messages."

He believes it to be only a matter of time before nearly all ads in all four corners of the globe are digitally produced and presented.

"There is a massive transformation happening in the way consumers live and the data we have about them, but very few companies have stepped up to it yet," proselytizes Kenny.

Except, of course, Digitas.

Kenny is reportedly sculpting a new digital strategy for the whole of Publicis Groupe - including the newly formed SSF Saatchi-Fallon hybrid, Leo Burnett and Starcom MediaVest Group.

The plan is to build a global digital ad network that uses offshore [aka: cheap] labor to create thousands of versions of ads.

This will lead to a brave new digital world in which data about consumers will be manipulated by computer algorithms to control which ads will be displayed at which moment to whichever human being turns on a computer, cellphone and - eventually - a TV set.

The goal, says Kenny, is to transform advertising from mass messages into personalized communications for each potential customer.

Still pumping the pulpit, he continues: "Our intention with Digitas and Publicis is to build the global platform that everybody uses to match data with advertising messages."

As some Bard or another once wrote: "Oh brave new world that has such people in it ..."

Data sourced from International Herald-Tribune; additional content by WARC staff