Publicis Shifts Worldwide Creative on P&G to New Role

Cliff Francis Named Director-Creative Strategy on Account

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CINCINNATI (Adage.com) -- Publicis Groupe has shifted the worldwide creative director on the holding company's Procter & Gamble Co. business, to a new position as director-creative strategy for P&G.
In his new director-creative strategy post, Cliff Francis will develop 'tightly focused briefs with powerful consumer insights' for P&G.
In his new director-creative strategy post, Cliff Francis will develop 'tightly focused briefs with powerful consumer insights' for P&G.

Reports to Saatchi CEO
The executive, Cliff Francis, will continue to report to Saatchi & Saatchi CEO Kevin Roberts and also work with Vaughan Emsley, general manager of the P&G business for Saatchi and other Public agencies, even though Mr. Francis will work on the holding-company level. A spokeswoman said it hasn't yet been determined how Mr. Francis' worldwide creative duties for P&G will be filled.

Though Mr. Francis, like Messrs. Roberts and Emsley, are Saatchi employees, they form a top-level committee overseeing all of Publicis Groupe's P&G business.

Besides Saatchi, other Publicis shops handling P&G business globally include Leo Burnett Co., Publicis Worldwide, Kaplan Thaler Group and Team One.

Similar moves for other clients?
Mr. Roberts, in a statement, indicated the new position combining strategic planning and creative would be put in place for other top global clients of Saatchi.

"As the first of such moves within the network, we plan to introduce a sharper strategic focus to the creative work, initially for P&G, and extending to all our global clients," Mr. Roberts said. "We want to be able to conceive and execute bigger, more directional creative ideas that can drive all forms of communication. Creatively, Cliff has led P&G to new levels. Our next challenge is to deliver on planning's potential to impact the big picture for our clients' brands."

Working with account planners
Mr. Francis will work with P&G account planners to develop "tightly focused briefs with powerful consumer insights," said Kevin Dundas, Saatchi's worldwide strategy director. "Equally, he will ensure the creative execution measures up to the strategic promise."

"Many clients value planners -- but not planning," Mr. Francis said. "I want to help change that perception."
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